Americans imbibe approximately 325.5 million gallons of beer on Super Bowl Sunday, nearly one gallon per person. In its first Super Bowl ad since 2011, AB InBev is heading back to the Big Game with an ad for its Stella Artois brand—and it’s highlighting a different beverage, using one of the biggest platforms for brand marketing to promote its longstanding philanthropic partner, Water.org.
For more than 25 years, Water.org, founded by Gary White and actor Matt Damon (at top), has pioneered market-driven financial solutions to ensure all people have access to safe water and sanitation. To date, Water.org has positively transformed the lives of more than nine million people worldwide.
Epitomizing the best of cause marketing, the No.1 Belgian beer in the world is using its brand power and the massive marketing platform that is the Super Bowl for good. In the 30-second spot, Damon addresses what most viewers take for granted: “clean water at the turn of a tap.”
Showcasing the Stella Artois chalice, Damon asks viewers to buy one and fund five years of clean water for someone in the developing world. During 2018, $3.13 from each of up to 300,000 chalices sold will be donated. This year’s limited edition chalice features designs by Silvana Avila from Mexico, Janine Shroff from India and Monica Ramos from the Philippines.
Customers can also support Water.org providing a similar donation promise for each 12-pack purchased or pour at a bar.
The “Taps” spot and a related “Make Your Super Bowl Party Matter” campaign are part of the brand’s larger “Buy A Lady A Drink” initiative, which launched in 2015 as part of Stella Artois’ ongoing partnership with Water.org. Now in its fourth year, the “Buy a Lady a Drink” campaign has helped more than 1 million people worldwide gain access to clean water.
“If just 1 percent of viewers watching the Super Bowl this year purchased a chalice, we could help provide access to clean water for up to 1 million people in need,” Damon told Adweek.
“Now with three simple ways to donate—through the purchase of a limited-edition chalice, a 12-pack or a pint at a bar—we’re making it easier than ever for consumers to help.”
“We’re excited to bring this global issue to a stage as big as the Super Bowl this year,” added Stella Artois VP Harry Lewis. “I feel very privileged to work on a campaign that will help build a better world for millions of people.”
Stella Artois announced an extension of its partnership with Water.org last year with the goal of providing “3.5 million people with long-term, sustainable access to clean water by 2020.”
We're proud to partner with @Water. Over the past 3 years, we've directly donated $8 million to https://t.co/tVztlHqRJa, and the Chalices raised an additional $1 million. We're hoping to exceed that this year!
— Stella Artois (@StellaArtois) January 16, 2018
More than 663 million people are impacted by the global water crisis today which affects women and children the most as they spend up to six hours per day collecting water.
“The scale of the Super Bowl audience will amplify our efforts exponentially—in just one day,” stated Julie LaGuardia, head of Brand Partnerships at Water.org. “The simplicity of the call to action, coupled with the significant reach and resources that Stella Artois has put behind it, will help us transform the traditional ’cause campaign’ into a powerful platform for global impact.”