Shine will push Stella as the beer of choice

Whitbread Beer Company, the UK’s third-largest brewer, has appointed Shine Communications to promote its Stella Artois premium lager brand.

Whitbread Beer Company, the UK’s third-largest brewer, has

appointed Shine Communications to promote its Stella Artois premium

lager brand.



The account is understood to involve a fee of pounds 150,000.



Shine was appointed after a three-way pitch, which included Hill and

Knowlton, and replaces incumbent agency of five years, Cohn and

Wolfe.



Stella and C&W mutually agreed not to renew their contract.



The account will be headed by director Michael Frohlic, who will have a

team of six and will report to Scott Lenik, marketing manager for

Stella.



Hill and Knowlton is understood to have been appointed by Whitbread to

work on future Stella-related launches later this year.



Shine’s first assignment will be to boost the lager’s association with

film. It currently has a number of initiatives under its Stella Screen

project, including the nationwide Stella Outdoor Screen Tour and

sponsorship of films shown on Channel 4 and its non-terrestrial sister

channel FilmFour.



The Shine appointment reflects a larger, internal restructure at

Whitbread announced last month (PR Week 11 February). The post of media

relations manager for the group remains vacant after Jeremy Probert took

over as group PR manager.



Whitbread has a 16 per cent share of UK beer sales. Its brands also

include Heineken, Boddingtons, Rolling Rock, Labatts, Source and Volsk.

Whitbread is expected to announce a new ’patriotic’ draught lager brand

called GB, to challenge Bass’ best-selling Carling in time for this

summer’s Euro 2000 football tournament. Last June, Whitbread announced a

pounds 3.5million media campaign to build sales in the 18- to

24-year-old market.



The Stella account marks the second high-profile brand win in a month

for Shine, following its appointment by Cosmopolitan to run its

merchandising PR.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in