It’ll always be wife beater to me…
Time after time, I said oh Lord what’s the use…
Gotta feel for the kids at Stella.
They ditch a long running, well-loved, funny and succesful campaign (admittedly, I don’t have the research, testing and sales figures they did before they pitched and changed course, so what do I know!?) but recyclage deluxe?
Just feels wrong. They’ve taken the Stella brand into a land of parody and pastiche, a place the brand never lived before.
Still, the UK is a market they’ve always struggled in. You can keep trying to tart it up all you like, but it’s still beholden to the super strength wife beater label. On a positive note though, I this version of ‘You got the love’ has made me reappriase Florence and the Machine, who I loathed before.
So, Stella. Thanks for the wife beater, and my finding Florence. Still think you should get back to the funny priests n’shit though.
Iain G. Morrison is a senior marketer in the British Tourism Industry. And will be sticking with the melancholic ruin of mother’s as opposed to wife beater…
igmorrison's blog 
Quirkiness – always a dangerous territory…especially for an established brand!
I still like Reassuringly Expensive, problem was, they couldn’t follow that one through either.
You’re exactly right Iain. They’ve been sold a pup here. Full-page press ads promoting a bespoke retro Youtube channel should be a sign of a brand that doesn’t know what the fuck it’s doing.
R