Stella Artois, Water.org partner with Sarah Jessica Parker
Actress reprises Carrie Bradshaw role in Pour it Forward campaign
Stella Artois, a brand Leuven, Belgium-based Anheuser-Busch InBev, and Water.org co-founders Matt Damon and Gary White are rallying America to Pour it Forward by choosing Stella Artois to help end the global water crisis.
They're also challenging some famous friends to spread the word, starting with Sarah Jessica Parker. Pour it Forward is Stella Artois' take on the goodwill trend of pay it forward where enjoying a Stella Artois triggers a donation to Water.org to help provide access to clean water for those living without it.
Sarah Jessica Parker will pay homage to her iconic role of Carrie Bradshaw to underscore that the act of changing your usual drink to Stella Artois can help make an impact. In a spin on the “Sex and the City” opening bus scene, we see what might happen if Carrie were to change up her usual drink of choice, a Cosmo, in favor of a Stella Artois. The spot was created by Mother New York.
"Enjoying Stella Artois helps provide access to clean water for someone in need," Parker said in a statement. "If Carrie was made aware of this important and fantastic partnership and initiative, I'm sure she wouldn't waste a beat putting down her Cosmo and opting for a Stella, and I know that she would encourage all of her friends and audience to do the same."
Stella Artois and Water.org also are debuting a new video featuring Damon, who shares how simple it is to help change someone's life. A beer is slowly poured into a Stella Artois chalice, triggering adjacent images of taps turning on in the developing world to represent the impact this small action can have around the globe.
"Through our partnership with Stella Artois we have already helped change millions of lives, and we have the opportunity to change millions more," Damon said in a statement. "That's why we're asking people to Pour it Forward and help give access to clean water — simply by enjoying a Stella Artois."
For a limited time, every Stella Artois helps provide access to clean water for someone living without it:
- Every six-pack sold gives access to six months of clean water for one person in the developing world.
- Every 12-pack sold gives access to 12 months of clean water for one person in the developing world.
- Every pour (or bottle) sold at bars and restaurants gives access to 1 month of clean water for one person in the developing world.
Since 2015, Stella Artois has helped Water.org provide more than 1.7 million people in the developing world with access to clean water, but the brand needs the help of people everywhere to reach their goal of providing 3.5 million people in the developing world with long-term, sustainable access to clean water by 2020 through its partnership with the organization, it says.
"This is just the beginning for Pour it Forward as we launch the program in a big way," said Lara Krug, vice president of Stella Artois, in a statement. "Sarah Jessica Parker is the first, but we'll be recruiting other familiar faces to help spark a movement of people choosing Stella Artois in order to help make a difference."
For millions around the world, access to funds stands between them and safe water and sanitation in their home. Water.org found that when given an opportunity to pay for water improvements with loans, families opt to finance long-term solutions versus struggle day-to-day to find that next liter of water. Water.org now is a leader in developing market-driven financial solutions to the global water crisis, it says.
"Our partnership with Stella Artois continues to offer easy ways for people to get involved and change lives," White said. "The simplicity of taking action, coupled with Water.org's powerful solutions, enables us to make an even greater impact worldwide as we work towards the ultimate vision of providing access to safe water and sanitation for all."
As part of the Anheuser-Busch family of brands, the partnership between Stella Artois and Water.org builds on the company's long-standing commitment to creating a cleaner and more sustainable world for future generations, it says. Anheuser-Busch drives progress across their supply chain to reduce environmental impact, preserve natural resources and act as a strong partner to their local communities, it adds. The company works closely with partners like Water.org to ensure their commitments and programs drive meaningful change for the environment and contribute to a shared objective of a better world.