“Most of the time, our problems’ solutions are right in front of us even if we can’t see them. That was the case with Stella Artois Noire. For a long time, Noire was nothing more than the name of a flavor: a premium label devoid of real meaning. But that simple word Noire was what none of its competitors’ dark beers had. To spark interest and generate sales, we made an entire world out of the observation that Noire is more than a color—it’s a universe. By turning to the universe of film noir, we managed to express this in a simple way and with a great visual impact, showing that everything is more interesting in white and noire.”