Stella Artois is helping end the global water crisis, rallying US consumers to Pour it Forward and help those without access to fresh water.
The brewer has teamed with Water.org co-founders Matt Damon and Gary White and engaging celebrities to join the cause, the first of them, actress Sarah Jessica Parker.
The Pour it Forward slogan is Stella Artois’ take on the goodwill trend of Pay it Forward. Consumers who buy a beer will spark a donation to Water.org, which aims to help provide access to clean water for some of the millions worldwide who currently live without it.
In a fun spin on the Sex and the City opening bus scene, Sarah Jessica Parker adopts her famous Carrie Bradshaw character and viewers get to see what might happen if Carrie exchanged her usual drink of choice, a Cosmo, for a Stella Artois. The video was created by Mother New York.
Here is a promotional video for the campaign:
“Enjoying Stella Artois helps provide access to clean water for someone in need,” said Parker. “If Carrie was made aware of this important and fantastic partnership and initiative, I’m sure she wouldn’t waste a beat putting down her Cosmo and opting for a Stella, and I know that she would encourage all of her friends and audience to do the same.”
Stella Artois and Water.org are also launching a video featuring Matt Damon explaining how simple it is to help change someone’s life. A beer is slowly poured into a Stella Artois chalice, triggering adjacent images of taps turning on in the developing world to represent the impact this small action can have around the globe.
“Through our partnership with Stella Artois we have already helped change millions of lives, and we have the opportunity to change millions more,” said Damon. “That’s why we’re asking people to ‘Pour it Forward’ and help give access to clean water… simply by enjoying a Stella Artois.”
For a limited time, every six-pack sold in the US gives access to six months of clean water for one person in the developing world. Every 12-pack sold gives 12 months access, and every pour or bottle sold at bars and restaurants gives one month’s access.
Since 2015, Stella Artois has helped Water.org provide more than 1.7 million people in the developing world with access to clean water, but the brand needs the help of people everywhere to reach its goal of providing 3.5 million people in the developing world with long-term, sustainable access to clean water by 2020 through its partnership with the organisation.
“This is just the beginning for ‘Pour it Forward’ as we launch the program in a big way,” said Lara Krug, VP at Stella Artois. “Sarah Jessica Parker is the first, but we’ll be recruiting other familiar faces to help spark a movement of people choosing Stella Artois in order to help make a difference.”
For millions around the world, access to funds stands between them and safe water and sanitation in their home. Water.org found that when given an opportunity to pay for water improvements with loans, families opt to finance long-term solutions versus struggle day-to-day to find that next litre of water. Water.org is now a leader in developing market-driven financial solutions to the global water crisis.