BBH Asia Pacific enjoys the French way of life launching regional Kronenbourg 1664 campaign

PRINT_Kronenbourg .jpgBBH Asia Pacific has launched a regional integrated brand campaign for Kronenbourg beer. The campaign, which extends to print, digital, point of sale, out of house and all brand collateral will launch across the region this week.

BBH Asia Pacific pitched and won the Kronenbourg business in October 2013 and were tasked to create a new brand strategy for the French beer brand in the region. BBH is currently responsible for all strategic and creative work for the brand.
The agency conceptuliased the campaign 'Taste the French Way of Life' - with development for the Singapore, Malaysia, Hong Kong and Taiwan markets. Alongside the above the line campaign, there will be strong in-store support, also developed by BBH through the "Cinq a Sept" concept - inviting consumers to enjoy a truly French way of life and a fine glass of Kronenbourg 1664.

Ara Hampartsoumian, Regional Business Development Director, BBH Asia Pacific said, "Kronenbourg wants to carve out a distinct identity for itself in the region. We are thrilled to launch the first campaign since our win and to have the task of rebranding this premium French beer that is savoured the world over."

Jessica Spence, Asia Vice-President Commercial for Carlsberg Group added, "We are very excited about the new work for Kronenbourg - it's built off strong Asian insights and we are delighted to have found a relevant and compelling way to bring our brand promise to Asian consumers. We love what we're doing with BBH and look forward to creating more campaigns together across Asia's most dynamic markets".

2 Comments

French Toast said:

Dont care much for joie de vivre in bottles....but I might go for a je ne sais quoi if it were available in bottles.

Marc said:

Wow. How did they ever arrive at such a brilliant line?

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