By Joe Thomas
Kronenbourg 1664 is readying a multimillion-pound marketing assault to assert its premium positioning in the UK.
The lager brand has appointed Bartle Bogle Hegarty to its UK ad account, having worked with M&C Saatchi since 2001.
The October push will comprise TV and national press ads promoting Kronenbourg as an at-home drink.
The activity follows the launch of a new off-trade pack design and the introduction of the Dynamo Systeme, an in-can widget that recreates the taste of draught lager. The packaging design was handled by G2 UK.
In the 12 months to October 2009 Kronenbourg witnessed a decline of 8.8% in sales to £103m in the off-trade, according to Nielsen. It is however the second biggest selling premium lager in the on-trade.
Earlier this month, Kronenbourg’s owner, Heineken UK, rolled out a campaign for Foster’s, created by Adam & Eve, which taps into the Australian “no worries” attitude. M&C Saatchi also previously handled the Foster’s account,
Both Heineken UK and BBH declined to comment.
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Etiquetado:Adam & Eve, Australia, Bartle Bogle Hegarty, Foster, Kronenbourg Brewery, M&C Saatchi, Market, Marketingmagazine.co.uk, Television
