Kronenbourg 1664, a French lager from the Alsace, has long been one of Britain’s favourite pints for its great flavour and long heritage of quality brewing. However, when we started working with Kronenbourg in 2013, the brand’s share was in long-term decline. It was time to remind the nation’s drinkers why they loved it in the first place; the taste.
In our first tranche of activity – spanning TV and social media – we introduced Eric Cantona, footballing legend, as the hero and brand champion. The campaign created a humorous scenario whereby farmers in the Alsace region are treated like superstar footballers.
The latest iteration of the campaign saw Eric star in an online film, pledging to swim the English Channel if 10,000 people agreed that Kronenbourg was the best tasting beer. We smashed the target and Eric had to stick to his promise…. But not quite in the way the audience was expecting.
Within the first two weeks of the online campaign, we had engaged more than 250,000 facebook fans. Over the entire campaign both values and volumes for Kronenbourg 1664 rose by 10%.