The slogan ‘Reassuringly expensive’ was used by Stella Artois in the UK from 1982 to 2007.
One of their campaigns even included a coupon that allowed customers to pay an extra $1.25 for a Stella Artois – which was already a relatively expensive beer.
This was a brilliant move.
By highlighting, and even emphasizing, the beer’s high price, the brand positioned itself as a premium product.
It shows that price is not just a number on a price tag, but a powerful tool for communicating a brand’s position and value.
Currently, a liter of Stella Artois (5%, can) costs 54.24 SEK at Systembolaget, compared to 30 SEK for a liter of Pripps Blå Export (5%, can).
Here you can read more about how customers perceive value.
Here you can read more about how to conduct a needs analysis of your customer.
