Young & Rubicam has unveiled a TV and cinema campaign for
Kronenbourg 1664, the Scottish Courage premium lager, based on
well-known French expressions.
The campaign, backed by a pounds 10 million marketing spend, comprises
three 30-second films that seek to reinforce the brand’s sophisticated
urban French heritage. The brand is positioned head-to-head against
Whitbread’s Stella Artois, which uses rural French imagery.
The three ads each use a French phrase to illustrate the lengths people
will go in order to get a Kronenbourg.
The first ad, ’c’est last vie’, features a smooth French clubber who
thinks he’s seduced a woman by buying her a Kronenbourg. Just as he
thinks his luck is in, she walks off - carrying his beer and the one he
bought her - to join her girlfriend.
The second ad, ’deja vu’, features a young woman posing as a lost
tourist in order to get a succession of men to buy her a
Kronenbourg.
In the final ad, ’savoir faire’, a young man cleverly jumps the queue in
a crowded bar by using his mobile phone to call himself. He is summoned
to the bar to take the call. The man puts down the phone with a shrug
and orders himself a Kronenbourg ahead of the pack.
The campaign was written by Ben Carey and art directed by Martin
Davey.
The films were directed by Graham Fink through the Paul Weiland Film
Company.
Maurice Breen, the Scottish Courage brands director for premium lagers,
said: ’The sector is growing faster than any other part of the beer
market as consumers continue to trade up to brands which are
well-supported and have genuine premium values.’
The ads will break nationally on 1 October on terrestrial and satellite
TV and in cinemas across the country.
