KRONENBOURG 1664 RECOGNISED FOR SUPREME MARKETING CAMPAIGN

2nd June 2017

 

Kronenbourg 1664 has been awarded Best Programmatic Strategy in The Drum’s Marketing Awards for the ‘Moments deserving of a Taste Suprême’ campaign.

The campaign was led by the ‘Alsace-tian’ TVC and featured “the legend” Eric Cantona, who embodies the brand’s Franc point of view and brought Kronenbourg 1664’s witty personality to life. The use of programmatic advertising delivered an increase in both brand consideration and purchase intent, as well as overall brand awareness. More importantly, during 2016, Kronenbourg 1664 saw a 57% increase in volume across total trade on the previous year[1] and an additional £16m in growth for the Off-Trade. It was the fastest growing premium lager in the category and shopper spend increased by 52.3%[2], demonstrating the value opportunity for retailers.

Ify Dozie, Everyday Beer Brand Director at HEINEKEN UK, commented: “It’s fantastic to see that a campaign that delivered such strong results in the Off-Trade has been recognised with this prestigious marketing award. We’re advising retailers to stock up on Kronenbourg 1664 to take advantage of the increased shopper demand for this popular lager.”

 

For further information or images, please contact the HEINEKEN team at Publicasity:

Tel: 020 3757 6800

Email: heineken@publicasity.co.uk

 

[1] CGA / Nielsen rolling monthly sales data for total trade September 2015 - 2014

[2] Kantar Performance Review August 2016 & Nielsen + CGA monthly rolling sales data to 20.08.16