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![Kronenbourg 1664 Blanc TV ad woman wheeling bike down street](https://images.prismic.io/fold7/b2ddfe51-0389-4697-b2c0-289e3e10a9bd_f7_workMAIN_020_1664_goodTaste_Hero.jpg?auto=compress,format)
1664 Blanc
Good taste
with a twist
Services
- Branding
- TVC
- Art Direction
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The Context
1664 Blanc struggled globally with extremely low brand awareness. It was built on a world of French clichés. To achieve the brand’s growth objectives, we needed to rebuild the equity entirely.
The Opportunity
We set out to challenge what a beer brand could be. What if we behaved more like a lifestyle brand? The product’s citrus twist would inform our brand behaviour. We set out to epitomise “Good Taste with a Twist.”
PLAY FILM
A playfully elegant, modern French world was created.
Its address – Rue 1664.
The “Good Taste with a Twist” campaign is running in over 40 markets including China, South Korea and Canada.
Launch markets use product assets that differentiate it as a wheat beer with a twist while in mature markets we’re forging emotional relationships with drinkers by playing in culture, putting playful twists on Art & Design.
![](https://images.prismic.io/fold7/a0d4b39c-cc56-4066-a5f0-0d5b78b91a25_1664+b-b.jpg?auto=compress,format)
![](https://images.prismic.io/fold7/24c12f6b-b77c-464f-8a0b-b7010b65743d_1664+a-b.jpg?auto=compress,format)
We have created a world for 1664 Blanc that is distinctive and arresting with a clean, bold aesthetic that remains consistent across all assets.
Playful re-imaginings of the iconic blue bottle often takes centre stage.
![](https://images.prismic.io/fold7/21de69a3-6ffe-4389-8b0d-d875a863e671_f7_workMAIN_020_1664_goodTaste_twoThirdSplitRight_2-1.jpg?auto=compress,format)
Building brand equity whilst pushing the boundaries of what beer advertising can be.
![](https://images.prismic.io/fold7/3dfa4406-57a6-4f9a-9cd0-6e374c5eadcc_f7_workMAIN_020_1664_goodTaste_twoThirdSplitRight_2.jpg?auto=compress,format)
Creating a visual identity and brand personality that transcends language to resonate with a global audience.
![](https://images.prismic.io/fold7/55cde14b-787b-48c4-b073-d2a8805759b0_f7_workMAIN_020_1664_goodTaste_left50split_3.jpg?auto=compress,format)
![](https://images.prismic.io/fold7/95a06e92-ceb2-49ed-a175-63da176e6791_f7_workMAIN_020_1664_goodTaste_right50split_3.jpg?auto=compress,format)
![](https://images.prismic.io/fold7/0da8407b-8b68-467b-b5d3-8b5a74536ce2_f7_workMAIN_020_1664_goodTaste_inFrame_2.jpg?auto=compress,format)
“1664 Blanc is now the fastest growing Global brand in Carlsberg Group's portfolio.”
7%
Increase in premium brand perception
4%
Increase in brand awareness
6%
Increase in trial
00%