This summer Stella Artois are adapting their advertising to meet the unpredictable nature of British weather.
Stella’s Cidre have built an outdoor ad that only appears when the temperature rises two or more degrees above average. Passers-by are then reminded of a refreshing, ice-cold cider to quench their thirst. It’s thought that the ad will offer greater efficiency by optimising its messaging: despite the best efforts of brewers, the drink is persistently seen as a summer refreshment. The ad is the latest in a line of innovations with outdoor advertising, this particular example continuing the shift in making media spaces more dynamic in their selling of inventory – as often is the case online.
Embracing such technology would mean the end of Thames Water advertising droughts while it’s raining, for example. For Stella, the gamble may pay off: if the ad does ever appear, it’ll probably be met with dancing in the streets. Cloudy.
