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Kronenbourg talks up taste in first Ogilvy & Mather ads

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By The Drum Team, Editorial

September 12, 2012 | 1 min read

Kronenbourg 1664 has unveiled its first campaign since appointing Ogilvy & Mather as its advertising agency.

The Heineken-owned lager brand is launching a national outdoor and press campaign that claims the beer offers 'A Taste Suprême’.

The ads combine tempting images of the beer alongside phrases such as 'The tongue never lies', 'To taste is to know' and 'Measured in depth not volume'.

"We wanted to give Kronenbourg a new confident and challenger look, feel and mentality whilst retaining an element of its French heritage," said Gerry Human, Ogilvy & Mather London's executive creative director.

Jacco Van Der Linden, marketing director at Heineken, added: "The new campaign unequivocally positions Kronenbourg 1664 as a reward for self-confident men who put taste first.

"We set out to create advertising that celebrates the brand’s distinctive taste and harnesses this product truth to set it apart from competitor brands."

The campaign will run on digital outdoor sites in London, Birmingham and Manchester supported by print activity in the Metro, Times, Guardian, Telegraph and Independent.

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