HEINEKEN, the UK’s leading beer and cider business, is demonstrating the outstanding taste credentials of its premium lager brand Kronenbourg 1664 in a new digitally led campaign with Eric Cantona.
Entitled #LeBigSwim, the new campaign begins with a creative execution by Ogilvy & Mather London, in which Cantona announces that if 10,000 Britons agree with him that Kronenbourg 1664 is the greatest tasting beer, he will salute their good taste by “swimming the English Channel from France to Britain”.
The four-part video series, will engage with the brand’s target consumers: self-confident men who put taste first.
The first creative execution sees Cantona sat behind a desk in the northeastern French region of Alsace and dressed in a thick blue roll neck jumper. Here Cantona bullishly explains his intention to swim the Channel if he gathers enough support on social media.
Ifeoma Dozie, beer brand director at HEINEKEN said: “We have been delighted with the brand momentum generated by ‘A Taste Suprême’ and our association with Eric. It resonates with consumers and we are taking it to the next level with rich, digital content, supported through PR and VOD, that will reach consumers at the right time for them.
“Le Big Swim catapults Kronenbourg 1664’s humorous take on the hop farmers of Alsace campaign with a global superstar, to a “tongue in cheek” digital campaign that our consumers will want to watch and build their emotional connection with the lager.
“More and more consumers are looking for a premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage provides just that. Through #LeBigSwim these credentials will be reinforced even more and hopefully Britons will agree with Eric that Kronenbourg is the most suprême tasting beer around.”
Eric Cantona said: “I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. When the people of Britain agree with me that Kronenbourg is the most supreme tasting beer, I Cantona, will swim the Channel in the only way I know best, and show the world once again that I stand up for what I believe in.”