No Bullocks

Every company has their main selling point that helps create a persona for the product they are trying to promote.  For beer companies Stella Artois and New Castle their selling points are vastly different, both companies try to bring a certain attitude forward with their advertisements, in order to attract a certain target audience. Stella tries to give off the perception with all of their ads that Stella is a high class beer, a beer that is so high end in order to truly enjoy it the consumer should drink it out of a chalice, not any ordinary glass. Stella obviously is not trying to attract just the everyday beer drinker with their ads, but a more sophisticated group they hope to intrigue with their classy advertisements.

By creating these snobby advertisements Stella created a persona that they essentially have to live and die with, and their choice of trying to sound classy by incorporating the word chalice into their billboard has left them open to some very clever attack ads from rival beer company Newcastle. Newcastle is the complete opposite of everything Stella Artois is perceived to be. While Stella tries to sound elegant and make drinking their beer sound like an event, Newcastle is more grounded with their company slogan of "No Bullocks".  Meaning they won't try and trick the consumer with fancy gimmicks like Stella. Newcastle's brash attitude fits perfectly with their attack advertisement, as they make fun of the elegant nature that Stella is trying to put out. The chalice has become associated with Stella Artois over the years, as a way to differentiate the brand from other beers and Newcastle just showed them that what you put your beer in doesn't matter, only the taste of the beer is important.