Why David Beckham Is Stella Artois’ Perfect Global Ambassador

Stella Artois has enlisted David Beckham as an official ambassador for its new ‘A Taste Worth More’ campaign. Created with agency GUT Miami, the film is set in a trendy bar and jokingly suggests that the taste of Stella Artois is worth more than a meeting with the ex-footballer. As a group of people seemingly approach David, they give him the cold shoulder at the last moment, in favour of an equally cold pint of Stella.

The Manchester United legend is helping kick off the beer brand’s latest ‘For Moments Worth More’ platform with this spot, part of a new, year-long campaign involving digital and out-of-home advertising in the States, Canada, Argentina, Brazil, Chile, South Korea and South Africa. The partnership also feeds into AB InBev’s global megabrand strategy and mega-platform approach, driving growth and brand love by ‘developing meaningful consumer connections through rich occasions’.

For Chris Jones, group VP of marketing, premium brands at Anheuser-Busch, the ‘For Moments Worth More’ platform is all about “elevating the everyday” and showing that genuine moments together are worth more than anything else. 

“In the same way that we have a rich history as a quality product, our aim is to foster quality connections through occasions that fuel love for our brand,” he says. “We will continue to build programmes and platforms that bring this point of view to life across everything we do, from experiences to trade and beyond.”

He continues, “Stella Artois has always been a leader in the premium lager category. With our rich history of craftsmanship and being brewed with the highest calibre ingredients, quality will always be at the heart of what we do. With our new platform, we are extending how we build these quality credentials by championing moments that really matter over material things.”

So where does footballer-turned-worldwide sensation David Beckham come into play? Well, Chris believes that Becks and the Stella Artois brand have a lot in common.

“Like Stella, David strives to elevate his every day, and values authentic connections with those closest to him,” he explains. “Our newest campaign with David is centred around the idea of genuine worth versus material worth, which resonated because he cherishes moments with close friends and family first and foremost.” 

Describing David as “the perfect global ambassador” because of his love and enthusiasm for beer - and specifically for Stella - Chris also highlights that David famously cherishes his time with family and friends.

“He is a universal icon who has built his life to focus on what matters most to him – in line with Stella’s point of view. Alongside David’s appearance in Stella Artois’ new TV spot, ‘A Taste Worth More’, we are working with him across various brand programs this year.”

He adds, “We couldn’t have asked for a better partner, and you can look forward to seeing more from David and Stella in the coming months.”

Looking ahead to the future of this partnership and beyond, Chris says the AB InBev team is excited about the “multitude of ways” Stella Artois will ‘elevate the everyday’ with consumers throughout the year. 

“That includes extending our ‘Perfect Serve’ quality platform in 2024 through sponsorships of the Wimbledon and Roland-Garros tennis grand slam events, and leveraging our David Beckham partnership through various activations and media integrations you will see in the next few months,” he says. “[There’s] a lot more to come from us!”