- Young and Rubicam has unveiled a new television and cinema campaign for Kronenbourg 1664, the Scottish Courage premium lager brand, based around popular French expressions.
The campaign, backed by a £10 million marketing spend, comprises three 30-second executions which seek to reinforce the brand's sophisticated urban French heritage. The brand is positioned head-to-head against rival brewer, Whitbread's Stella Artois, which uses rural, as opposed to urban, French imagery.
The three ads each use an everyday French phrase -- c'est la vie, deja vu and savoir faire -- to illustrate the lengths people will go in order to get hold of a Kronenbourg.
The first ad, using "c'est last vie", features a smooth French clubber who thinks he's seduced a woman by buying her a Kronenbourg 1664. Just as he thinks his luck's in, she walks off with both glasses towards her girlfriend.
The second ad, entitled "deja vu", features a young woman posing as a lost tourist in order to get a succession of men to buy her a Kronenbourg 1664.
In the final ad, dubbed "savoir faire", a young man cleverly jumps the queue in a crowded bar by using his mobile phone to make a telephone call to himself. He is called up to the bar to take the call. Not surprisingly, there is no one at the other end. The man puts down the phone with a shrug and orders himself a Kronenbourg ahead of the pack.
The campaign was created at Y&R by copywriter Ben Carey and art director Martin Davey. The films were directed by Graham Fink through the Paul Weiland Film Company.
Maurice Breen, Scottish Courage brands director premium lagers, said: "The premium lagers 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.
Mike Cozens, Y&R's creative director, said: "The new campaign encapsulates the spirit of Kronenbourg 1664, clearly positioning itself as the choice of young urban Parisians. This is further endorsed by the use of contemporary French rap music by leading-edge artists."
The ads are set to break nationally on terrestrial and satellite television and in cinemas throughout the country.