Y&R creates French urban feel for latest Kronenbourg work

Young & Rubicam has unveiled a TV and cinema campaign for Kronenbourg 1664, the Scottish Courage premium lager, based on well-known French expressions.

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.