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.