Kronenbourg 1664 Refreshes Look With Edgy Continental Design
Wednesday, July 14th 2010
As part of a major marketing investment into the brand in 2010, Kronenbourg 1664 has been given a fresh, dynamic new look in the UK.
The new packaging that is now available in all off trade channels adopts the global design for the brand, bringing a Gallic, edgy and more modern look which gives Kronenbourg 1664 superior shelf stand-out and builds on the premium image of the brand.
Kronenbourg 1664 packaging re-launch forms part of a major new marketing push to build on the brand’s reputation as a sophisticated, high quality premium lager worth savouring and includes a new multi-million pound TV and press advertising campaign from October of this year.
Part of the brand redesign also includes the introduction of Kronenbourg 1664 with Draught Système; an evolution of its canned lager innovation in the off-trade. The change of name - from Kronenbourg 1664 with Dynamo Système – conveys the in-can lager widget’s ability to re-create a draught quality drinking experience at home and builds on the brand’s reputation in the on-trade, where it is the number two premium draught lager¹.
Kronenbourg 1664 with Draught Système, which has a patented in-can device to deliver a smooth serve from a chilled can, has the ability to attract those who wouldn’t normally drink the premium lager at home (57% of Draught Système drinkers new to the brand²). To date, the concept of the innovation has been a success for Kronenbourg 1664 and it currently accounts for 12% of total Kronenbourg 1664 off-trade volume sales³.
Lucas Bergmans, Senior Brand Manager of Kronenbourg 1664 at Heineken UK, said: “The premium lager category continues to remain in growth and the new look for Kronenbourg 1664 within the off-trade aims to bring more shoppers’ attention to the brand, which is also proving so popular in the on-trade. We estimate a £180 million retail opportunity for the brand per year, given premium lager consumers drink more often at home, and our new superior on-shelf branding will help make this opportunity a reality.
“Research shows that Kronenbourg 1664 drinkers are fiercely loyal, with 17% of shoppers going elsewhere if the brand isn’t available⁴ in store so it’s an important product for retailers to offer in their beer fixture, particularly when they can make good margins on the premium price it commands.”
¹CGA, November 2009
²Heineken UK Shopper data, 26 weeks to Oct ’09
³Heineken UK internal data, 52 weeks to October ‘08
⁴TNS world panel 42wks to Sept ’09