CLIENT OF THE WEEK: Kronenbourg comes to town - The rural idea needed an update, the Kronenbourg marketer tells Jade Garrett

Maurice Breen represents an interesting combination of nationalities.

Maurice Breen represents an interesting combination of


The Scottish Courage brands director for premium lagers is a Canadian

who lives in Scotland and markets a French beer.

Breen is behind Kronenbourg 1664’s latest TV and cinema advertising

(Campaign, 25 September), which breaks nationally this week. The Young &

Rubicam campaign retains the endline, ’Best loved premium beer in

France’, but aims for a more urban and modern approach than the last

Kronenbourg push.

Gone are the scenes of rural drudgery and the notion that some people

are made miserable by Kronenbourg’s success that characterised last

year’s ad featuring the French wine-growers, Gerard and Thierry, who

were going out of business due to booming beer sales.

’I think we have taken a significant step forward with Kronenbourg,’

Breen explains, ’and are targeting our audience more accurately. We have

brought the campaign into a different context, moving away from the

countryside and into a more urban environment. We have aimed to show a

different cut on French life.’

He admits that it is a big shift for the brand, but one that was deemed

necessary by Courage’s own analysis. ’Research was telling us that we

had to put more life into Kronenbourg. It needed updating, and I think

that’s what we’ve achieved,’ he says.

The three executions, which compete with those for Whitbread’s Stella

Artois - which markets itself on the back of French rural life -

illustrate the lengths people will go to in order to obtain a

Kronenbourg. All three ads are based on the well-known French

expressions, ’c’est la vie’, ’deja vu’ and ’savoir faire’, and are

backed by music from the French rap band, Back Beat.

Breen is confident about the new work and is unashamedly complimentary

about the team at Y&R. ’They have held this account since the early 90s,

but it’s great to be working with an agency that is on such a positive

roll at the moment. We’re very glad to be a part of that,’ he says.

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