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…

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About igmorrison

Modern day marketing comms man. If you want to know more about me, visit: find me on twitter @igmorrison or just leave me a comment.

2 responses to “It’ll always be wife beater to me…”

  1. Topher says :

    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.

  2. reuben says :

    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.


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