M&C snatches £6m Kronenbourg

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.