Case Study: Stella Artois boosts beer-as-women associations with CoolTool

Stella Artois - Customer Case Study

Stella Artois faced the challenge of shifting consumer perception of beer from a traditionally male-associated category. To measure the real, nonconscious impact of their Super Bowl ad campaign designed to make this change, they partnered with CoolTool and its marketing testing SaaS platform.

Using CoolTool's suite of nonconscious measurement tools, including AI-powered webcam eye tracking, facial coding, and implicit testing, Stella Artois gained deep insights. The results showed a significant shift in perception: the percentage of people who viewed beer as a purely "male drink" decreased from 29% to 17%, while those who perceived it as a drink for women increased from 13% to 21%. CoolTool's analysis proved the ad successfully strengthened the subconscious "woman-beer" connection for the brand.

Stella Artois