Kronenbourg drafts in Cantona for TV push

Heineken’s premium beer brand Kronenbourg is partnering with Manchester United legend Eric Cantona for a multimillion-pound TV push that aims to position the brand as a reward for men who put taste first.

Kronenbourg-Campaign-2013
Heineken unveils the first phase of year-long advertising push for its premium lager brand.

The TV ad launches next month (4 February) and shows Cantona sitting outside a bar musing that “the [French] hop farmers are treated like the footballers of Britain”. The TV spot is soundtracked by Queen’s ‘We are the Champions.’

Jacco van der Linden, marketing director at Heineken UK, says the TV spot is a “humorous” homage to the farmers in Alsace, France, where the lager originates and will focus on promoting its “exceptional taste and aroma.”

The Ogilvy & Mather London created campaign includes outdoor and social media activity. It uses the ‘A Taste Suprême’ strapline, which was first introduced in a nationwide press and outdoor drive last September.

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