Making Kronenbourg Matter

Kronenbourg: A Taste Supreme (Advertising)


How do you cut through with a tangible claim in a parity market which has always been dominated by the intangible? The old adage has always gone that people drink the advertising rather than the beer, yet we knew in taste tests that people preferred Kronenbourg to any other. Enter the lad legend that is Eric Cantona. We created the credible “pub currency” for hard-to-reach young men to connect to the brand - and the product - as a way to talk about our superior product credentials but in a socially and personally relevant way.


Kronenbourg is now the fastest selling beer in the UK (2016 y-o-y). In a challenging market we saw increases in sales in both on and off-trade, and have seen a 20%+ increase in value y-o-y.


Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 132 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. The company also provides a comprehensive range of services around business to business marketing and services, management consulting, brand identity, analytics and research capabilities, multicultural marketing and behavioural change. Ogilvy is a WPP company (NASDAQ: WWPGY).

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