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
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.