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1664 Bière
Make It Suprême
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The context
After a decade away from UK screens, 1664 Bière faced a critical moment. In a world increasingly driven by trends, immediacy, and fleeting moments, 1664 risked being overlooked by a new generation of drinkers who’d never seen its sophisticated side. The challenge? Reignite awareness, reassert relevance, and remind audiences that timelessness never goes out of style.
The opportunity
In an era of disposable culture, consumers are craving something more meaningful. Our insight: quality endures. While other lagers leaned into mass appeal and momentary cool, 1664 had the license to own something far more aspirational — elevated taste, effortless style, and a touch of je ne sais quoi. The opportunity was clear: reclaim our place at the top of the table, not by shouting louder, but by showing what true sophistication looks like.
PLAY 'THE MASTERPIECE'
‘Make It Suprême’ is more than a tagline — it’s an invitation to transform the everyday into something extraordinary.
Inspired by the grandeur of the Renaissance, we collided the visual splendour of that period with the sharp, avant-garde energy of today’s tastemakers. The result? A world that blends heritage and modernity in a way only 1664 can.
PLAY 'THE BALL'
At the heart of the campaign sits our hero film, ‘The Masterpiece’, directed by the visionary C Prinz. Set in a lavish ballroom filled with baroque details and a slow-motion soirée of stylish guests, the film brings our golden pint to life as a shining symbol of uncompromising taste. Rose petals rain. Cards fall. Glitter shimmers. It’s modern, majestic, and unmistakably 1664.
PLAY 'THE BANQUET'
To craft a truly memorable return, we didn’t hold back. This was 1664’s reintroduction to the nation, and every channel needed to reflect the same elegance and cinematic flair.
A multi-film series featuring modern-day revellers in Renaissance-inspired settings, each moment lit like a Caravaggio painting, each sip a nod to French finesse.
Arresting, high-style visuals celebrating our Suprême moments, from blue glitter dancefloors to pet chameleons among rose petals.
The campaign lands at a pivotal cultural moment, tapping into an appetite for elevated experiences and authentic indulgence. With its unique blend of old-world artistry and modern-day cool, ‘Make It Suprême’ reestablishes 1664 Bière as the superior choice in the premium lager category – not just for what it is, but for how it makes you feel.
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