Kronenbourg 1664 revamps to highlight provenance and taste

Heineken is rolling out a fresh creative strategy for its premium lager brand Kronenbourg 1664, centred on its taste and provenance.

Kronenbourg 1664: updates ad strategy
Kronenbourg 1664: updates ad strategy

The campaign, which introduces the strapline 'A Taste Supreme', is the first work by Ogilvy & Mather following the agency's appointment to the £5m creative account earlier in the year.

Rolling out across outdoor and national press from next week, the activity comprises a series of executions venerating Kronenbourg's taste credentials.

The ads marry images of the beer with phrases such as "The tongue never lies," "To taste is to know" and "Measured in depth not volume".

The creative has been inspired by the Strisselspalt hop, known by brewers as the "caviar of hops" from which the taste and aroma of Kronenbourg 1664 derives. 

The activity forms the first phase of a multimedia campaign that will run into next year.

Its previous campaign, created by Bartle Bogle Hegarty, positioned the brand as a lager to be savoured slowly.

Bruce Reinders, brands director for premium lagers at Heineken, said: "We set out to create advertising that celebrates the brand's distinctive taste and harnesses this product truth to set it apart."

Kronenbourg 1664 revamp to highlight provenance and taste

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published