Eric Cantona kicks off Kronenbourg 1664’s LeBigSwin Campaign

2nd July 2015

Eric Cantona kicks off Kronenbourg 1664’s #LeBigSwim campaign

- Former footballer plans to swim English Channel from France to Britain -

 

HEINEKEN, the UK’s leading beer and cider business, is demonstrating the outstanding taste credentials of its premium lager brand Kronenbourg 1664 in a new digitally led campaign with French footballer, Eric Cantona, launching on 2 July.

 

Entitled #LeBigSwim, the new campaign begins with a creative execution by Kronenbourg 1664 in which Cantona, dressed in a thick, blue roll neck jumper, bullishly announces that if 10,000 Britons agree with him that Kronenbourg 1664 is the greatest tasting beer, he will salute their good taste by swimming the English Channel from France to Britain.

 

The four-part video series aims to engage with the brand’s target male audience to increase awareness and drive purchase throughout the summer trading period. To support the ATL campaign, limited edition packaging will be available across the off-trade. The new design highlights the beer’s heritage and authenticity, with a nod to the witty personality of the Gallic brand seen in the wider campaign.

 

Ifeoma Dozie, beer brand director at HEINEKEN said: ““We have been delighted with the brand momentum generated by ‘A Taste Suprême’ and our association with Eric. It resonates with consumers and we are taking it to the next level with rich, digital content, supported through PR and VOD, that will reach consumers at the right time for them.”

 

“Le Big Swim propels Kronenbourg 1664’s humorous take on the hop farmers of Alsace campaign with a global superstar, to a digital campaign that our consumers will want to watch and engage with, building their emotional connection with the lager.”

 

“More and more consumers are looking for a premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage provides just that. Through #LeBigSwim these credentials will be reinforced even further and hopefully Britons will agree with Eric that Kronenbourg is the most suprême tasting beer around.”

 

Eric Cantona said: “I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. When the people of Britain agree with me that Kronenbourg is the most suprême tasting beer, I Cantona, will swim the Channel and show the world once again that I stand up for what I believe in.”

 

The video can be viewed here: https://www.youtube.com/watch?v=pmC-u75Ae2E

 

The public can follow Cantona’s #LeBigSwim and signal their agreement with him by heading to Kronenbourg’s Facebook page (www.facebook.com/K1664), Twitter profile (@Kronenbourg1664) and YouTube channel (https://www.youtube.com/Kronenbourg1664).

 

More videos charting Cantona’s #LeBigSwim journey will be released throughout the summer as more Britons agree that Kronenbourg 1664 is a taste suprême.

 

For further press information, please contact:

Heineken team at Publicasity on 020 7680 6500 / heineken@publicasity.co.uk