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1664 Blanc
Unquestionably
Good Taste
Services
- Strategy
- Advertising
- Brand
- Content
- Social
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The Context
1664 Blanc has achieved strong global growth since launching. However, awareness and conversion had plateaued. Aspiring beyond beer category competition to become a premium lifestyle brand, the brand needed an emotionally resonant idea that would generate fame and cultural heat.
The Opportunity
Starting with 1664 Blanc's distinct, sophisticated taste, we uncovered a universal insight: everyone aspires to good taste, yet no one agrees on what it is.
This subjectivity creates tension and self-doubt. For a brand whose spiritual home is Paris, a city where debates about taste are practically a national pastime, this insight felt deeply resonant.
So we decided to lean into how wonderfully subjective good taste is. Our positioning was simple: 1664 Blanc is the one thing we can all agree on.
This subjectivity creates tension and self-doubt. For a brand whose spiritual home is Paris, a city where debates about taste are practically a national pastime, this insight felt deeply resonant.
So we decided to lean into how wonderfully subjective good taste is. Our positioning was simple: 1664 Blanc is the one thing we can all agree on.
PLAY FILM
“Robert Pattinson was a natural choice for the brand. Rather than a typical celebrity endorsement, we collaborated with him to showcase his craft as an actor.”
Pattinson embodies multiple characters, each with wildly different tastes.
Different styles, different attitudes, different worlds. They disagree on almost everything.
But eventually, they all land on the same choice: 1664 Blanc.
The campaign includes maximum impact media sites and premium media formats.
The brand story is extended into social-first formats, designed to build awareness and fame in a more snackable and shareable way.
“Our ambition with 1664 was to reimagine good taste as a living, ever‑evolving world shaped by personal expression. Rather than define taste, we opened the brand to multiple interpretations, a creative universe where culture, perspective and individuality coexist.”
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