Kronenbourg defends premium position with autumn ad drive

By Joe Thomas

Kronenbourg 1664 is readying a multimillion-pound marketing assault to assert its premium positioning in the UK.

Kronenbourg: the Dynamo Systeme can
Kronenbourg: the Dynamo Systeme can

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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