News story on BRANDTHINK and the launch of Kronenbourg 1664, published on Marketing-Interactive.com on Dec 6, 2010.
Carlsberg Unveils Kronenbourg 1664
Malaysia – Having launched premium French beer variant Kronenbourg 1664 into the local market on 1 December, Carlsberg Malaysia is using on-ground events, strategic partnerships and a series of BTL initiatives to promote the offering.
In conjunction with the official launch last week, Kronenbourg 1664 struck partnerships with several high-end brands such as Lanvin, Lancel, and Givenchy. The effort was focused on showcasing the exclusivity of the drink by establishing a connection between the product and French fashion. Future marketing strategies will include similar partnerships with renowned brands associated with fine foods, jewelry, the arts, music and such.
According to a spokesperson from Carlsberg, further BTL activations and executions are set to roll-out for a more personalized encounter between the customer and the beverage, with a focus on creating the ultimate consumer experience. In Malaysia, the core audience segment being targeted comprises urban males between the ages of 25 and 35 years old who appreciate fine quality brews.
CIA International is the creative agency on the campaign and also handled event management and all below-the-line efforts while incumbent PR firm, BRANDTHINK has been tasked with publicity, digital PR and media relations.
Having coincided with the launch, the marketing push will run for one year.
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1. Press Release, Launch – Kronenbourg 1664 hits Malaysian shores with a fine taste of the French Art of Pleasure
2. Press Release, Post Event – A French Affair – Kronenbourg 1664 launches in style
3. Case Study – Creating the French Art of Pleasure with Kronenbourg 1664