New Kronenbourg 1664 Campaign Places French Accent On Supreme Taste

13th September 2012

HEINEKEN, the UK’s leading beer and cider business, is launching new creative work for its biggest-selling premium lager brand Kronenbourg 1664 on September 17 through a national outdoor and press campaign that extols the virtue of superior taste.

The campaign, which introduces the strap line ‘A Taste Suprême’, represents Ogilvy & Mather's first work for the brand. With media buying through MediaVest, an opening six-week burst will embrace 48 sheet posters backed by prominent national rail and London Underground commuter sites and digital advertising around the UK. The campaign will harness the impact of iconic digital outdoor sites in London, Birmingham and Manchester and will be complemented by heavyweight print activity in major national press titles including Metro, The Times, The Guardian, Daily Telegraph and The Independent.

The new creative is inspired by the Strisselspalt hop, which is lovingly acclaimed by brewers as the ‘caviar of hops’ from which the distinctive taste and aroma of Kronenbourg 1664 derives. A series of campaign executions venerate Kronenbourg’s superior taste credentials by marrying stylish, mouth-watering images of the beer with thought-provoking phrases such as ‘The tongue never lies’, ‘To taste is to know’ and ‘Measured in depth not volume’.

Jacco Van Der Linden, Marketing Director at HEINEKEN said, “The new campaign unequivocally positions Kronenbourg 1664 as a reward for self-confident men who put taste first. We set out to create advertising that celebrates the brand’s distinctive taste and harnesses this product truth to set it apart from competitor brands. The new work will fuel the conversation on taste and put Kronenbourg 1664 at the heart of the discussion.”

Gerry Human, Executive Creative Director at Ogilvy & Mather London commented: “The beautiful photography in this campaign captures the essence of Kronenbourg 1664 as a modern, French, beer of substance – both in terms of character and taste. We wanted to give Kronenbourg a new confident and challenger look, feel and mentality whilst retaining an element of its French heritage.”

A Taste Suprême’ outdoor and press activity represents the first phase of an extensive multi-media campaign that will be rolled out for the brand in 2013 as we continue to build on the exciting opportunity that its superior taste credentials can play in our brand differentiation programme.”