Kronenbourg 1664 has been awarded Best Programmatic Strategy in The Drum’s Marketing Awards for the ‘Moments deserving of a Taste Suprême’ campaign.
The campaign was led by the ‘Alsace-tian’ TVC and featured “the legend” Eric Cantona, who embodies the brand’s Franc point of view and brought Kronenbourg 1664’s witty personality to life.
The use of programmatic advertising delivered an increase in both brand consideration and purchase intent, as well as overall brand awareness. More importantly, during 2016, Kronenbourg 1664 saw a 57% increase in volume across total trade on the previous year and an additional £16m in growth for the Off-Trade. It was the fastest growing premium lager in the category and shopper spend increased by 52.3%, demonstrating the value opportunity for retailers.
Ify Dozie, Everyday Beer Brand Director at HEINEKEN UK, commented: “It’s fantastic to see that a campaign that delivered such strong results in the Off-Trade has been recognised with this prestigious marketing award. We’re advising retailers to stock up on Kronenbourg 1664 to take advantage of the increased shopper demand for this popular lager.”
French football legend, Eric Cantona, is once again gracing packs of Kronenbourg 1664, with his Suprême image.
Last year, Cantona’s magnifique picture on pack led to a 25% growth in value for Kronenbourg 1664[*].
‘Iconic, Adored, a Taste Suprême’ hails the pack alongside Cantona’s signature. Cantona will be across the full range, delivering a confident and bold message and creating eye-catching stand-out on shelf which, it’s expected, will lead to a similar uplift in value for retailers.
“We’re thrilled to be featuring this true icon on our packs once again,” says Toby Lancaster, category and shopper marketing director at HEINEKEN. “With Eric’s help, last year’s campaign grew the brand by 25%[**] through the extra sales it brought to our customers and we’re expecting to see another strong performance this year. We’re confident the premium new look will attract more shoppers to Kronenbourg 1664’s ‘Taste Suprême’, bringing a summer sales boost to stores across the UK.”
The limited edition Eric Cantona packs are available to order now across all of Kronenbourg 1664’s bottle and can packs.
 CGA / Nielsen rolling monthly sales data for total trade September 2015 – 2014
 Kantar Performance Review August 2016 & Nielsen + CGA monthly rolling sales data to 20.08.16
[*] Nielsen Value Sales % Chg (Mat – Sept ’16 vs ’15)
[**] Nielsen Value Sales % Chg (May-Sept ‘16 vs ’15)