Friday, August 31

Stella and Her Glass ...

... Actually I've been told it's more of a Chalice than a glass!

As we head into the Labor Day holiday weekend, I am sure that many of us will be raising a glass or two.  Which got me thinking ...

I love when a brand really thinks through every element of its experience.  Right down to how the product is going to be consumed.  So you have to give some props to the beer brand Stella.  How many brands in the category have thought through the glass that should be used when drinking said beer?  Not many that I can think of.  Maybe the Coca-Cola bottle comes to mind in terms of the experience gulping down a beverage.

So here is Stella with its now infamous, ownable, unique glass ... as seen in bar after bar around the country and in every single brand mention whether it's the website, outdoor, television, digital, or print.  The Stella glass is every bit a part of the brand as the beer itself.  We wouldn't dream of drinking a Stella anyway else and we certainly wouldn't dream of putting another beer in a Stella glass.

Bud on the other hand, right out of the bottle.

Brilliant marketing ... right down to the last sip.  What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Professor, NYU

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