Stella Artois Returns to the Super Bowl with Impactful Advertisement About the Global Water Crisis

Stella Artois partners with Water.org for a 4^th year to help provide clean water access to people in the developing world through the purchase of limited-edition chalices and 12-packs.

TORONTO, Jan. 16, 2018 /CNW/ - Stella Artois and Water.org are teaming up again to provide people in developing countries access to clean drinking water. More than 663 million people are impacted by the global water crisis today. To kick off its fourth annual campaign in partnership with Water.org, Stella Artois is returning to the Super Bowl for the first time since 2011 with a new TV advertisement titled "Taps," starring Water.org co-founder Matt Damon.

The 30 second spot positions water taps and instant access to clean water as something most people in Canada take for granted, while people in the developing world have to walk hours each day to collect water. Showcasing the Stella Artois Limited-Edition Chalice, which has been the centerpiece of the campaign since its inception in 2015, the ad invites viewers to help end the global water crisis by purchasing a Chalice, ultimately giving time back to those whose daily life revolves around the journey to find water. To view, visit: https://www.youtube.com/watch?v=Pc-NUcH8VOQ&feature=youtu.be

"If just one percent of viewers watching the Super Bowl this year purchased a Chalice, we could help provide access to clean water for up to one million people in need," said Damon. "Now with two ways to donate ? through the purchase of a Limited-Edition Chalice or a 12-pack ? we're making it easier than ever for consumers to help."

"The Super Bowl provides Stella Artois and Water.org with the platform to access millions of Canadians who take their water source for granted," said Todd Allen, vice president, marketing for Labatt Breweries. "Bringing this issue front and centre will help the 663 million people impacted by the global water crisis, and we are really proud to be part of the support internationally."

Rallying Canadians to Help End the Global Water Crisis

Canadian consumers can use their purchasing power to help end the global water crisis in two ways:

• New Limited-Edition Chalices
• Every year, the program debuts three Stella Artois Limited-Edition Chalices designed by artists from countries where Water.org operates. The purchase of each Limited-Edition Chalice in Canada will help Water.org provide five years of clean water for one person in the developing world. This year's Chalices feature unique designs by Silvana Avila from Mexico, Janine Shroff from India and Monica Ramos from the Philippines, reflecting each artist's artistic interpretation of the global water crisis in her own community. Canadians can help support the initiative by purchasing one of three Limited Edition Chalices available for purchase at LCBO stores in Ontario and online nationally via stellaartois.com/en_ca/water for $14.99.
• Limited-Edition bottle packs in retail stores
• Starting in February, for every 12-pack of Stella Artois sold in select retail stores across Canada, Stella Artois will help Water.org provide six months of clean water for one person in the developing world.

Expanding Globally
The partnership launched in 2015 in Canada, the U.S., U.K., Belgium and Argentina and leverages Stella Artois' global footprint to raise awareness and spark action to engage in the cause. The campaign has since doubled the number of participating markets to 10 countries including Australia, Brazil, Chile, Mexico, South Africa and Uruguay.

And, in 2017, Stella Artois and Water.org announced a new four-year commitment to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.  Expanding donation opportunities and the reach of the program will help achieve this ambitious goal. The partnership is also enabling Water.org to expand support to new countries like Brazil and Mexico, a country in which only 14% of the population has access to piped water 24 hours a day¹. Water.org is already laying the foundation for household level impact in 2019.

The Impact
To date, Stella Artois has helped Water.org provide more than 1 million people in the developing world with access to clean water through the sale of more than 500,000 Limited-Edition Chalices and by directly donating more than $8 million to Water.org.

"Water.org is continually scaling and evolving our model to help end the global water crisis," said Gary White, CEO and co-founder of Water.org. "The investment that Stella Artois has made in our partnership will help advance these efforts, and help achieve Water.org's goal to reach 60 million people by 2022."

Find out how we can be the generation that ends the global water crisis by visiting www.stellaartois.com/water

Join the conversation online @StellaArtois #1Chalice5Years

¹ Percepción del servicio potable de agua y cultura del agua en México, study by Instituto Nacional de Estadística y Geografia, 2015

About Stella Artois
Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the No. 1 Belgian beer in the world and is present in 95 countries. Stella Artois is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavour and a hint of bitterness. Stella Artois is best enjoyed served between 3 and 5 degree Celsius and should be served in the unique Stella Artois Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.  Visit www.stellaartois.com for more information.

About Water.org
For more than 25 years, Water.org has been at the forefront of developing and delivering solutions to the global water crisis. Founded by Gary White and Matt Damon, Water.org pioneers market-driven financial solutions to ensure all people have access to safe water and sanitation -- giving women hope, children health and communities a future. To date, Water.org has positively transformed the lives of more than nine million people around the world. Learn more at http://water.org and www.facebook.com/water.

SOURCE Stella Artois