Eric Cantona stars in ad to reinvent 'self-confident' Kronenbourg 1664
Heineken is to position its Kronenbourg 1664 brand as a "reward for self-confident men", with a new multimillion-pound campaign starring former Manchester United footballer Eric Cantona.
Eric Cantona: stars in Kronenbourg 1664 ad
The campaign marks the latest phase of Kronenbourg 1664's new strategy based around taste and provenance, including the strapline, ‘A Taste Suprême’, which launched in September last year.
In the 30-second TV ad, by Ogilvy & Mather, the Frenchman is seen sitting outside a bar in his native country, claiming that, in the Alsace region of France, hop farmers are treated with the same veneration as footballers in Britain.
To the sound of rock anthem ‘We are the champions’ by Queen, the men that grow the Strisselspalt hops are seen being pursued by paparazzi and beautiful women, while Cantona’s own presence goes unnoticed. A woman finally asks the footballer-turned-actor if he too is a farmer, to which he looks sideways at camera and responds by saying, ""Of course. Oui."
Jacco Van Der Linden, UK marketing director at Heineken, said: "The new campaign is a humorous homage to the farmers in Alsace who nurture the highly-prized Strisselspalt hops that give Kronenbourg 1664 its exceptional taste and aroma."
Media planning for the TV, outdoor, digital and social media push was carried out by MediaVest.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...