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Anheuser-Busch InBev partners with Idris Elba in Stella Artois river boat campaign

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Anheuser-Busch InBev has enlisted British actor and DJ Idris Elba to bring New York commuters a "summer like you're on vacation" for a Stella Artois marketing push. 

A-B InBev will take New York City commuters up and down the East River on a Stella Artois boat

A-B InBev will take New York City commuters up and down the East River on a Stella Artois boat

The global brewer will offer New York commuters the opportunity to swap the subway for a vintage river boat in a campaign that looks to turn New York's East River into the "East River Riviera".

The campaign features a nation-wide TV ad with Elba inviting commuters to inject the spirit of vacation when sailing on the Hudson River with a Stella Artois. 

The Riva Stella Artois boat will offer public rides from 30 July to 2 August.

"Stella Artois is all about creating culturally relevant, shareable moments that excite and inspire consumers" said Peter Van Overstraeten, VP for premium & super premium brands at A-B InBev's US unit, Anheuser-Busch.

Last Month, All Market rolled out an experiential campaign for its Vita Coco coconut water, targeting stressed commuters in central London and offering them free rides in rickshaws.

Groans turn to cheers as Anheuser-Busch InBev divestment brings Australian sunshine - analysis


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