Don't see how the two go together, really, but hey, I'm not an advertising guru. Fosters - who here in Australia brew Stella Artois under license - have decided to form a sales team specifically geared at shifting more Stella. Which in a country where local beer is the breakfast of champions is a tough sell. So they figured they'd think outside the box, and give all fifty members of the team a limited edition Stella Artois PSP. It's got a Stella graphic on the back, came in a Stella pouch and has a Stella XMB theme. Looks nice! Won the acclaim of advertisers! Pity, then, that all it's going to do is make punters think the PSP tastes like diet cats piss as well.

PSPs replace paper for brand storytelling [Lowe + Rivet, thanks Chrisso!]

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