Diageo vs Stella Artois

Diageo announces Joanne Wilson as new Chief Financial Officer

Diageo announces Joanne Wilson as new Chief Financial Officer. Also, Goodwill Kentucky and Diageo North America renew partnership to expand hospitality career opportunities.

6-K Financial Filing Analysis for Diageo (2026-09-23)

Diageo plc announced the appointment of Joanne Wilson as Chief Financial Officer, succeeding Nik Jhangiani. Wilson will join Diageo's Board of Directors and Executive Committee in 2027, transitioning from her current role as CFO of WPP plc. Jhangiani, who served as interim CEO from July to December 2025 and oversaw the Accelerate transformation programme, will remain in his role to facilitate an orderly transition following the launch of Diageo's new three-year financial plan and strategy.

• Joanne Wilson will join Diageo as Chief Financial Officer and Director in 2027, succeeding Nik Jhangiani.
• Wilson's compensation package includes a base salary of £900,000, a pension allowance of 14%, an annual incentive target of 100% (up to 200%), and a maximum LTIP opportunity of 550% of base salary.
• Nik Jhangiani will step down after supporting the handover, with unvested LTIP awards pro-rated to the cessation date subject to original performance and post-vesting holding terms.

Astral Tequila launches Practical Magic micro‑drama series

Astral Tequila has launched a five-part branded micro‑drama titled “It’s Midnight Somewhere,” a social‑first campaign tied to the Practical Magic 2 film. The series (episode one titled “Midnight Meetings”) stars real‑life sisters Brooks and Grace Ann Nader, was created in partnership with Merman and directed by Madelaine Turner, and names Warner Bros as entertainment partner. Episodes and a teaser roll out across short‑form social platforms from August 26, 2026. The campaign includes an experiential ‘It’s Midnight Somewhere’ margarita tour with stops including Boston’s Tall Ship, Salem Witch Fest, Chicago’s Edgewater Festival, Coney Island Fireworks in Brooklyn and an AMC cinema in New York, alongside an on‑trade rollout of the Astral Midnight Margarita. Diageo North America’s Jenn Rapp frames the work as a major brand moment combining entertainment, content, experiential and influencer storytelling.

• Astral Tequila launched a five‑part Practical Magic 2 micro‑drama called “It’s Midnight Somewhere” (episode one titled “Midnight Meetings”).
• The series stars Brooks Nader and Grace Ann Nader and was created in partnership with Merman; it was directed by Madelaine Turner.
• Warner Bros is listed as the entertainment partner and the campaign is tied to Practical Magic 2, due September 10, 2026.

Stella Artois Partners With The Gentlemen for New Spot

Stella Artois has launched a campaign tied to season 2 of Netflix's The Gentlemen featuring a 90-second cinematic spot starring Theo James with a cameo from David Beckham. The creative centers on the brand's 'There’s Power in the Pour' pouring ritual and includes five 15-second vignettes, social content on Netflix and Stella Artois channels, and an experiential activation at The Marlborough Pub in London from September 3–5 offering limited-edition personalized chalices. AB InBev’s global CMO Marcel Marcondes and actor Theo James provided commentary on the authenticity of the partnership.

• Stella Artois launched a campaign tied to season 2 of Netflix's The Gentlemen that includes a 90-second cinematic spot starring Theo James and a cameo from David Beckham.
• The campaign includes five 15-second vignettes, each dedicated to one of the five steps in the Stella Artois pouring ritual.
• The campaign will run on Netflix across eight markets: US, UK, Canada, Brazil, Colombia, Mexico, South Africa and South Korea, plus custom social content on Netflix and Stella Artois channels.

Brands' Lessons from the World Cup 'Great American Sleepover'

Victoria Anderson of agency 160over90 reflects on marketing lessons from the 2026 World Cup’s informal ‘Great American Sleepover,’ arguing that brands earned affinity by removing frictions and providing utility rather than only spectacle. Examples include Stella Artois reimbursing fans ($100,000 pot) and creating a Work From Bar HQ pop-up; Uber deploying a tissue-box truck and offering 30% off rides (capped at $7) for eliminated teams; and Coca-Cola running Fan Zone activations and creating airport viewing spaces. Anderson emphasizes designing for utility first, honoring organic culture, and building lasting memories rather than one-off moments. The piece was published on 2026-08-07.

• Article authored by Victoria Anderson of agency 160over90.
• The World Cup 2026 cultural phenomenon was nicknamed the 'Great American Sleepover' on social media.
• Stella Artois allocated $100,000 to reimburse fans who bought a Stella during weekday matches and opened a 'Work From Bar HQ' pop-up at Brookfield Place with wifi, outlets, screens and a bookable conference room.

Celebrity endorsements aren't dead — lazy ones are

Opinion piece by Erik Norin published on Ad Age (July 8, 2026) arguing that celebrity endorsements remain widely used — especially around major moments like the 2026 World Cup — but that many campaigns fail when brands rely on low-effort, inauthentic celebrity tie-ins. The article notes brands increased ad spend and celebrity marketing as the World Cup began and highlights high-profile examples (including David Beckham in World Cup ads for Stella Artois). The core message: celebrity talent can still cut through media noise, but effectiveness depends on meaningful, audience-relevant use of famous faces rather than lazy endorsements.

• Article authored by Erik Norin and published on Ad Age on 2026-07-08.
• The piece observes brands ramped up ad spend and celebrity marketing as the 2026 World Cup began.
• David Beckham is cited as leading an all-star cast of celebs in World Cup ads (caption credits Stella Artois).