Stella Artois Unfiltered has entered The Sims universe, launching exclusive mod packs and the picturesque fictional French village scene from its iconic ‘Beer, au Naturel’ TV advert.
The bespoke Sims gaming world – created by gaming enthusiast Devon Bumpkin – includes a Stella Artois Unfiltered Chalice, a Stella Artois Unfiltered bottle and a branded beer tap, created by content creator Hey Harrie. A selection of naked characters – modelled on those who appear in the TV ad – will also feature in the exclusive universe.
The beer brand’s campaign follows on from research that found that over half of Sims players (55%) enjoy getting naked in the game. However, with 44% admitting that they feel shame when playing the game in the nude, Stella Artois wants to encourage a ‘liberated mindset’ that aligns with their current marketing and naturally unfiltered beer.
The creator of the Unfiltered mods, Devon Bumpkin, is set to host a live ‘Play Au Naturel’ gaming stream on Twitch at 6pm today, playing as the unclothed waiter from the TV advert, to give viewers a step by step run through of the game play, as well as sharing behind the scenes footage of the content creation process.
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“I’ve loved bringing the Stella Artois Unfiltered beer, characters and backdrop to the virtual world of The Sims,” Bumpkin said. “The au naturel way of life in the TV advert is a fun and tongue-in-cheek look at being liberated and enjoying life’s simple pleasures, which perfectly reflects the escapism that people get from playing The Sims.”
The custom Stella Unfiltered mod pack can be downloaded on Curseforge by searching ‘#PlayAuNaturel’, from 8 February.
Stella senior brand manager, Meg Chadwick, added: “Having brought the ’Beer, au Naturel’ message to life in our ATL campaigns, we’re so excited to be able to give gamers the opportunity to experience our naturally unfiltered beer in a virtual world. Now they too can be as naked as the beer we’ve created.
“We hope that our Unfiltered characters, scenes and mods will be the go-to virtual choices for liberal those Sims players looking to enjoy a Stella Artois Unfiltered in their natural state.”
