# Charitable Water Campaigns Stella Artois and Matt Damon Urge People to 'Buy a Lady a Drink' By Laura McQuarrie | Published 2015-03-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/buy-a-lady-a-drink References: [adweek](http://www.adweek.com/adfreak/stella-artois-and-matt-damon-want-you-buy-lady-drink-not-162565) & [buyaladyadrink](http://buyaladyadrink.com/) Stella Artois and Matt Damon want you to buy a lady a drink, but perhaps not in the way you'd expect. It's been noted that women in the developing world spend over 200,000 hours a day going on journeys to collect drinkable water, so the Buy a Lady a Drink campaign aims to free up their time for other important activities. In partnership with Matt Damon's [Water.org](http://water.org/), the beer company is asking people to purchase a Stella Artois chalice, which will provide five year's worth of clean water for a person in the developing world. Rather than purchasing its beer, the empty chalice offers a beautiful symbolic gesture of the refreshing drink that someone else will receive. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 35% | Activity: 75% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Clean Water Campaigns:** The Buy a Lady a Drink campaign is an example of a trend for companies to partner with non-profit organizations as a way to promote social responsibility while offering a direct solution to a global problem. - **Socially Responsible Marketing:** Stella Artois' Buy a Lady a Drink campaign is an example of a trend to tie in social responsibility with advertising in order to raise awareness and promote positive change. - **Collaboration for Social Good:** The partnership between Stella Artois and Water.org highlights the growing trend of cross-sector collaboration between businesses and nonprofits to address social and environmental issues. ### Who This Affects Most - **Beverage Industry:** The Buy a Lady a Drink campaign shows a potential disruptive innovation opportunity for beverage companies to collaborate with non-profit organizations to increase their social responsibility and positively impact communities in need. - **Non-profit Industry:** Water.org's partnership with Stella Artois creates a potential disruptive innovation opportunity for non-profits to partner with businesses to bring attention to and provide solutions for social and environmental problems. - **Marketing Industry:** The trend towards socially responsible marketing presents new opportunities for marketers to create campaigns that not only promote brands, but also raise awareness for social causes and promote positive change. ## Related on Trend Hunter - [Cheeky Splitting-the-Bill Campaigns](https://www.trendhunter.com/trends/vamos-marcar.md) - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Conversational Beer Bottles](https://www.trendhunter.com/trends/conversational-beer-bottles.md) - [Clean Water CSR Campaigns](https://www.trendhunter.com/trends/give-water-give-health.md) - [Cup-Stealing Clothing Collections](https://www.trendhunter.com/trends/steal-artois.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Beer Glass-Themed Chocolates](https://www.trendhunter.com/trends/chocolate-chalices.md) - [Educational Water Campaigns](https://www.trendhunter.com/trends/educational-water-campaign.md) - [Clean Water Projects](https://www.trendhunter.com/trends/deepwater-well.md)