Stella Artois and Netflix have announced an integrated global partnership built around the highly anticipated second season of The Gentlemen.
Stella Artois and Netflix have announced an integrated global partnership built around the highly anticipated second season of The Gentlemen (Image supplied)
The Gentlemen’s Serve is the first brand partner for the series, and the first true multi-market brand collaboration between Netflix and AB InBev, bringing a premium beer brand into Guy Ritchie’s stylish yet gritty universe.
The partnership is anchored by The Gentlemen’s leading man Theo James, and Stella Artois ambassador Sir David Beckham.
It’s a power play
Developed by creative agency GUT Amsterdam in close collaboration with the Netflix Brand Studio, The Gentlemen’s Serve centres on a simple creative idea: to perfectly serve a Stella Artois is more than a pour; it’s a power play.
The content brings that idea to life through the hero film, The Auction, and a collection of vignettes detailing the brand’s iconic five-step pouring ritual: The Clean-Up, The Sacrifice, The Angle, The Cut, and The Judgement.
Authentic feel
“The Gentlemen deals with rituals of aristocracy at the highest stakes and partnering with Stella Artois — a brand internationally recognized for its commitment to excellence and taste — allows us to bring that to life in a whole new way,” says James.
“The partnership feels authentic to the story in a way that fans of the show will enjoy. Delicious.”
The partnership takes shape in the US, the UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea and invites fans deeper into the series.
At the centre of the content is James, in character as Eddie Horniman, opposite Beckham – two of the world’s most recognisable stars, whose pairing extends the world of The Gentlemen well beyond the show’s core fanbase.
Custom social content
The partnership doesn’t stop at the screen: The Gentlemen’s Serve comes to life through custom social content across Netflix’s and Stella Artois’ owned platforms, experiential activations in key markets, and limited-edition chalices.
“Stylish, elevated, great taste – attributes of the world’s most premium beer and one of the most successful and widely anticipated shows on Netflix.
Natural fit
The Gentlemen is a natural fit to showcase Stella Artois’ brewing heritage and iconic pouring ritual, and to have Theo James and David Beckham connect those worlds is a treat for fans everywhere,” says Marcel Marcondes, global chief marketing officer of AB InBev.
An experience
To celebrate the launch of The Gentlemen’s Serve Netflix and Stella Artois, in partnership with global branding agency JKR, are taking over The Marlborough in London Thursday, 3 September through Saturday, 5 September to invite fans to step into the world of The Gentlemen.
As guests explore the classic gentlemen’s pub filled with hidden messages from the show, they can order a Stella, experience The Gentlemen’s Serve, and have the chance to take home limited-edition merchandise including their own personally engraved chalice.
Fan base
“The Gentlemen has a fan base that loves the world Guy Ritchie built – the style, the stakes, the swagger – and Stella Artois plays a meaningful role within it because it is a brand built on precision and ritual that fits in effortlessly,” says Magno Herran, VP of global brand & marketing partnerships, Netflix.
“This campaign is a true piece of entertainment, and it fuels the appetite of fans well beyond the screen, allowing them to experience the show in their everyday lives.
“It’s the kind of collaboration that makes both the show and the brand richer.”
The new season of The Gentlemen debuts 3 September on Netflix.
