Poor Positioning has it's price

The ad campaign for Stella Artois has always bothered me. The simple ads have a glass of beer with the Stella logo and the tagline "Perfection Has It's Price." What does that say to you? It says to me that this beer is perfect, but also expensive. Why on Earth would they want to position the beer as expensive? Especially when it isn't really that pricey?! Its a vague and poorly thought out headline. Not only does it imply that the beer is expensive, but it hints at paying the price... the last thing you want to imply when you're trying to induce the consumer to make a purchase.

One could argue that they are trying to imply the beer is high-end. But the tagline still doesn't work... Does Tiffany's say "The worlds most expensive diamonds"?

The only time to use the word "price" in a tagline is when you're saying something is "half price" or the "lowest price".

Again, another example of an ad agency getting paid a lot of money to deliver a vague and ineffective tagline.

Also the layout, while simple, is backwards. They put the glass before the tagline. It should be after the tagline to serve as visual "punctuation".