Stella Artois “Reassuringly expensive”

America is crazy about coupons and discount prices. Every week people get dozens of coupons in their mailboxes. The idea was to mail authentic-looking Stella Artois coupons amongst several real coupons from other products, but doing exactly the opposite: offering the consumer to pay more instead of less. Because Stella Artois is worth it.

Agency: Lowe, New York.