M&C snatches £6m Kronenbourg work

LONDON - M&C Saatchi has triumphed in the pitch for Scottish Courage's £6 million Kronenbourg 1664 creative account after a three-way pitch against fellow roster agency TBWA\London and Fallon.

Scottish Courage called the pitch last month after deciding the incumbent on the business, Rainey Kelly Campbell Roalfe/Y&R, had not managed to carve out a distinctive position for the brand which adequately reflected its French heritage.

While Interbrew's premium lager brand Stella Artois is perceived as the leading lager in France, Kronenbourg is the market leader, a point that Scottish Courage is keen to address.

Kronenbourg has enjoyed a successful sales growth over the past few years and part of M&C Saatchi's task is expected to be to uphold this with a strong creative proposition.

When questioned about M&C Saatchi's hiring, David Jones, the corporate communications controller at Scottish Courage's, said: "As of today we have not made an appointment."

M&C Saatchi already handles Scottish Courage's Fosters and Beck's brands, while TBWA\London holds the John Smith's account.

Y&R had handled the Kronenbourg account for 15 years. "French colloquialisms", RKCR/Y&R's latest campaign, featured a number of men being distracted, with potentially fatal consequences, by the arresting sight of a pint of Kronenbourg. It attracted 60 complaints to the Advertising Standards Authority for being "offensive and in poor taste", but they were rejected earlier this year.

The Scottish Courage portfolio also includes the Beck's and Miller Genuine Draft brands.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.