Kronenbourg sets up stall with Absolute’s Dave Gorman
Heineken UK has signed a deal with Absolute Radio for its premium lager brand Kronenbourg 1664 to sponsor the station’s Sunday morning show.
Kronenbourg 1664 will develop on air and online material to support the sponsorship of Dave Gorman’s Sunday show. The strategy is to help develop the brand’s “Slow the pace” positioning by associating with a credible music environment and Sunday leisure.
Kronenbourg 1664 returned to television advertising last year with the Slow the Pace spot that featured Lemmy (pictured) of Motorhead singing an acoustic version of his song Ace of Spades.
Bruce Reinders, brands director of premium lagers at Heineken UK, says: “The Dave Gorman show enjoys an extremely strong following among Kronenbourg 1664’s core target market of 35 – 44 year -old men and the sponsorship will allow the brand to engage and interact with this audience in an important part of their lives – their passion for music and entertainment.
The deal will see exclusive branded content within the weekly show and a brand presence on Dave Gorman’s Absolute Radio online pages. The arrangement was made by MediaVest.
