Magazine article Marketing

Kronenbourg 1664 Puts Pounds 15m Behind Relaunch

Magazine article Marketing

Kronenbourg 1664 Puts Pounds 15m Behind Relaunch

Article excerpt

Scottish Courage is relaunching its Kronenbourg 1664 premium lager with a new recipe and a pounds 15m ad campaign. It aims to make it one of the UK's top six beer brands by 2010.

ScotCo currently has two brands in the top six, Foster's and John Smith's, but wants to propel Kronenbourg 1664 from its existing ninth position.

The recipe, which is a blend of the 'best bits' of all the previous recipes sold throughout Europe, is currently being rolled out to the trade. Its roll-out will be followed by new bar founts, incorporating a pressurised head injection tap which ensures a perfect head on every pint. A new cooling system is also being installed on all Kronenbourg and Foster's pipes in 50,000 pubs.

A cleaner, simpler Kronenbourg 1664 logo has been devised by Landor in Paris, and the packaging's colour has been altered to a slightly lighter blue.

The TV and poster advertising campaign, the first work by M&C Saatchi since it won the account from Rainey Kelly Campbell Roalfe/Y&R nine months ago, portrays a 'British view of what the French do well', according to brand director Andy Neal. …

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