Kronenbourg 1664 Blanc has unveiled its first work since appointing Fold7 as the brand’s Global Creative Partner in January.
The new campaign ‘Good Taste with a Twist’, underlines the *wit beer’s premium positioning and French heritage, heroing its standout blue bottle and signature flavour with a hint of citrus. The work depicts a world a of playful elegance, introducing surprising twists to modern French icons. Key visuals include a French bulldog sporting a blue moustache, a frosty lemon-squeezing blue lobster and a trunk turned cooler.
1664 Blanc is one of the most dynamic brands in the Carlsberg Group portfolio, with growth coming from all over the world. The campaign will run in over 40 markets including China, Russia, South Korea and Canada, initially digital and social with TV, outdoor and instore scheduled for later in the year. The campaign aims to accelerate brand awareness by challenging category norms and presenting 1664 Blanc as a premium lifestyle brand rather than a beer.
Steve Stringer Carlsberg VP Craft & Speciality said: “We’re delighted to bring this beautiful campaign, created in partnership with Fold7, to beer drinkers across the world. It really encapsulates 1664 Blanc’s distinctive character and flair and we can’t wait for people to see it.”
Ryan Newey, Chief Creative Officer Fold7 added: “Luxury is not what it used to be. The campaign unveils our definition – playful elegance, Frenchness with a twist.
It’s a great product, we’re delighted to be a part of this next phase for the brand.”