Making Kronenbourg Matter

Kronenbourg: A Taste Supreme (Advertising)

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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.

Results

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

Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.    

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