# Renaming Temporary Brand Initiatives Stella Artois Switches to Isabella Artois for Empowerment By Kalin Ned | Published 2019-04-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/temporary-brand References: [designtaxi](https://designtaxi.com/news/404079/Stella-Artois-Changes-Its-Name-To-Isabella-Artois-To-Empower-Women/) & [youtube](https://www.youtube.com/watch?time_continue=32&v=_IPZ6Pnv-TQ) 'Isabella Artois' is the temporary brand status of beloved beer label Stella Artois. The publicity stunt is executed in collaboration with advertising firm CP+B Brazil and it is meant to [honor women](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman). The empowering campaign is deeply rooted in the brewer's history, enticing individuals to further familiarize themselves with Stella Artois — a fine way to gain consumer's loyalty, as well. In 1726, Isabella Artois took over the CEO position after her husband passed away. She was faced with great challenges but persisted and played a huge part in the development and maturing of the label. As the focus of the [temporary branding](https://www.trendhunter.com/trends/seattle-chocolate) initative, the campaign is deeply concerned with "recognizing notable women all over the world" and paying homeage to their efforts. The temporary brand identity is observable from Stella Artois' social media channels and through a [short video](https://www.trendhunter.com/trends/legitimate-you). ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 28% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Temporary Brand Initiatives:** Disruptive innovation opportunity: Explore new ways to engage consumers by implementing temporary rebranding strategies that align with current social movements. - **Empowering Campaigns:** Disruptive innovation opportunity: Develop advertising strategies that empower and honor underrepresented groups, such as women, to create a positive brand image. - **Recognition of Notable Women:** Disruptive innovation opportunity: Highlight the achievements and contributions of women through branding initiatives to appeal to socially conscious consumers. ### Sectors Adopting This - **Beer:** Disruptive innovation opportunity: Create temporary branding initiatives in the beer industry that connect with consumers on a deeper level and promote a sense of inclusivity. - **Advertising:** Disruptive innovation opportunity: Develop creative campaigns that empower women and other underrepresented groups, tapping into the growing demand for inclusive and diverse advertising strategies. - **Social Media:** Disruptive innovation opportunity: Utilize social media platforms to promote temporary brand initiatives that celebrate the achievements of notable women and foster a sense of community among customers. ## Related on Trend Hunter - [Cup-Stealing Clothing Collections](https://www.trendhunter.com/trends/steal-artois.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Conversational Beer Bottles](https://www.trendhunter.com/trends/conversational-beer-bottles.md) - [Beer-Branded Happy Hour Locators](https://www.trendhunter.com/trends/stella-hour-finder.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Premium Unfiltered Lagers](https://www.trendhunter.com/trends/stella-artois-unfiltered.md) - [Beer Glass-Themed Chocolates](https://www.trendhunter.com/trends/chocolate-chalices.md) - [Sports-Themed Wine Campaigns](https://www.trendhunter.com/trends/stella-rosa-wines1.md)