Entitled #LeBigSwim, the campaign began with a creative execution by Kronenbourg 1664 in which Cantona announced that if 10,000 Britons agreed with him that Kronenbourg 1664 is the greatest tasting beer, he would salute their good taste by “swimming the English Channel from France to Britain.”
The final films, released yesterday by Kronenbourg 1664, see Cantona dressed in a skin-tight wetsuit complete with trademark high collar, staying true to his word by diving into the sea with steely determination to embark on the mammoth challenge ahead.
Moments later, however, the film cuts to footage of Cantona approaching a luxury yacht. After climbing aboard Cantona then continues to swim in the vessel’s luxurious heated deck-top swimming pool as a three-piece band play the iconic Chariots’ of Fire theme.
In true cryptic Cantona fashion, once arriving in Great Britain he explained his journey with the philosophical quote: “It’s not where the seagull flies to, it’s how it gets there.”
The four-part video series was designed to engage with the brand’s target consumers: self-confident men who put taste first.
Ifeoma Dozie, beer brand director at Heineken said: “We have been thrilled with the encouragement Eric has received from Kronenbourg 1664 supporters to allow him to embark on his swim in his own unique way.
“The campaign has allowed Kronenbourg 1664 to evolve from depicting a humorous take on the hop farmers of Alsace with a global superstar, to a playful, tongue-in-cheek digitally-led campaign that our consumers have watched and engaged with.
“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 have been reinforced even more and Britons have agreed with Eric that Kronenbourg is the most suprême tasting beer in the world.”