Initially, brewers Whitbread launched Stella in the UK with advertisements featuring the slogan "Stella's for the fellas who take their lager strong". The images showed a Stella-monogrammed half-pint glass (due to its strength) – in one advertisement with a muscular 'glass arm' for a handle, in the other a glass sitting beside a torn-in-half telephone directory. This was the same creative unit which was involved, at the time, in Whitbread's launch of Trophy Bitter "The pint that thinks it's a quart".