ABOUT

Kronenbourg 1664, a French premium lager from the Alsace, has long been one of Britain’s favourite pints for its great flavour and long heritage of quality brewing. However, after a quiet period without much advertising, the brand’s share was in long-term decline, and it was time to remind the nation’s drinkers why they loved it in the first place: the taste.
We dramatised the uniqueness of the noble hops that give Kronenbourg 1664 its taste, via the men who harvest them – the hop farmers. In Alsace, they’re treated like football-style heroes and icons – to the extent that even an actual football icon plays second fiddle to them. Our tongue-in-cheek campaign, featuring Eric Cantona ran in TV, OOH, print and across digital channels.
The campaign launched in February 2013 and the intial sales results are strong. It has lifted the volume of social mentions about Kronenbourg by 283% and changed the amount of positive sentiment in social by +180%.