NEWS: Kronenbourg ads to spoil Stella party

Young and Rubicam plans to ambush poster sites around the Stella Artois Tennis Tournament next week with a spoiler campaign for its premium lager client, Kronenbourg 1664.

Young and Rubicam plans to ambush poster sites around the Stella Artois

Tennis Tournament next week with a spoiler campaign for its premium

lager client, Kronenbourg 1664.



The poster features Franois, the Gallic bar-owner from the Kronenbourg

1664 television campaign, opening a bottle of the lager and looking

sternly out at the viewer, accompanied by the line: ‘Tennis? I prefer

the French Open.’



Stella Artois is brewed in Belgium, while Kronenbourg 1664 is originally

French.



The 48-sheet posters will appear within a one-mile radius of the Queen’s

Club in West Kensington, where the tournament is being held. They will

be supported by press ads in the sports pages of national newspapers.



Brian Crean, the marketing controller for Kronenbourg 1664, said: ‘The

campaign highlights the fact that Kronenbourg 1664 is Europe’s ‘number-

one seed’ in the premium bottled lager rankings and capitalises on the

high profile that tennis enjoys at this time of year.’



The press and poster work forms part of a pounds 6 million marketing

drive for the brand, which includes television and cinema ads,

sponsorship and sales promotion.



Y&R’s campaign for Kronenbourg 1664 broke with a series of commercials

last autumn, which used the strapline: ‘The best-loved premium beer in

France.’ It centres on a droll bar owner who longs for the quiet life

and moans about the popularity of Kronenbourg 1664 because it keeps his

bar so busy.



The new poster and press ads were devised by the creative director, Mike

Cozens, and the art director, Anita Davies. Media is bought by the Media

Centre.



The pounds 4 million Stella Artois account is held by Lowe Howard-Spink.



The brand’s long-running TV, press and poster campaign uses the endline:

‘Reassuringly expensive.’