Stella Artois Tests Holiday Truism – "It is Better to Give Than Receive" – with Novel Approach to Gift Giving

Upon receipt, participants have a short time to decide: should I keep this gift for myself, or share it with another? If participants continue to give rather than receive, they will create chains. Participants in the longest chain will be eligible for a special Stella Artois Crystal Chalice.

"Stella Artois was originally brewed as a holiday gift to the people of Leuven, Belgium," said Rick Oleshak, director, Stella Artois. "And eventually Stella Artois became so popular it became available year-round and the world over. This program is a response to that – a holiday thanks to our fans, and a chance to demonstrate the notion that ‘it is better to give than receive’ is alive and well."

Participants can register at stellaartois.com/thegift by signing in with their Facebook profiles. All participants will have a short window of time to decide whether to keep the gift or pass to a friend and subsequently donate to a deserving charity, during a time of year built around generosity.

Founded by Matt Damon and Gary White, Water.org is a nonprofit organization that has transformed millions of lives in Africa,South Asia, Central America and the Caribbean by providing access to safe water and sanitation. Stella Artois has partnered with Water.org to be the beneficiary of this holiday campaign.

"We’re always looking for new, interesting ways to engage new supporters to help end the global water crisis," said Jennifer Schorsch, chief marketing officer, Water.org. "We’re excited to see how this plays out and thankful for Stella Artois’ contribution to help move our mission forward."

Actress and singer Alice Eve (Star Trek Into Darkness) and Stella Artois have created a tantalizing video that illustrates the central premise of the campaign, inviting consumers to participate. That video can be found here.
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