Kronenbourg unveils new ‘take the time to savour’ ad

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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here