Scottish & Newcastle (S&N) is repositioning Kronenbourg 1664 as a premium lager to “savour” and will encourage consumers to take their time drinking it in a new campaign that breaks next week.
The campaign, created by S&N roster agency M&C Saatchi, aims to distance the brand from the UK’s binge-drinking culture and focuses on taste and quality instead. It has the strapline “Sit. Savour. 1664.”
The ad shows a man buying a pint of Kronenbourg and then heading to a vacant seat near his friends, but another drinker steals the seat. He goes in search of a place to sit down to enjoy his pint in a journey that takes him across the city on a bus, to a station and through a changing room, disturbing a half-dressed woman. He eventually finds an empty chair at an art college but has to pose naked for a class to use it.
Kronenbourg brand manager Susan Cassidy says the execution is the first in a series of ads that will “extol the virtues of finding time to sit and savour Kronenbourg”.
The campaign aims to build on the brand’s previous advertising, which has focused on the quality of the beer. The last ad, which showed an orchestra playing an extremely short symphony, used the strapline: “A bad year for composing. A good year for beer.”
S&N has also been supporting its Cold Premiere range and new variants such as Kronenbourg Blanc.