In Argentina, Stella Artois found a workaround for one of advertising's thorniest problems: reaching consumers in spaces where paid placements aren't an option.
The beer brand identified the most prolific local restaurant reviewers on Google Maps and invited them to dining experiences at more than 40 establishments across the country, where Stella was served alongside the meal. The resulting reviews and photos — posted organically by Local Guides on Google Maps — placed the brand directly in the path of diners searching for their next restaurant.
Developed by draftLine, the in-house agency for Anheuser-Busch, the campaign leveraged an existing behavior: people rely heavily on Google reviews and photos when deciding where to eat. Rather than interrupt that research process with traditional advertising, Stella inserted itself into the decision-making moment by ensuring its product appeared in authentic user-generated content. Participating restaurants included high-profile venues like Tegui, Iki Barra Japonesa, Fontana, Invernadero, Pizza Cero and Dadá — premium locations that align with the brand's positioning.
TREND BITE
The approach reflects a broader shift in how brands are thinking about influence and social proof. As consumers grow skeptical of polished advertising and influencer partnerships, user reviews carry outsized weight in purchase decisions. Google Maps has become a de facto discovery platform for dining. And it's one platform that doesn't accept traditional ads. By turning everyday reviewers into brand ambassadors, Stella demonstrates how brands can gain visibility in trusted, unbranded spaces. The tactic raises questions about transparency and the blurring lines between organic content and marketing, but it also points to a future where brands focus less on interrupting consumer journeys and more on becoming a natural part of them.