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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.
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.
Building brand equity whilst pushing the boundaries of what beer advertising can be.
Creating a visual identity and brand personality that transcends language to resonate with a global audience.
“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%