Client
Kronenbourg
Year
2018
Services
Branding
Strategy
Design
SoMe
Kronenbourg:
Taste 1664 Blanc
Challenge
To introduce a new foreign beer to the Danish market, a market where there was no demand for a new beer.
Process
Yellow was in charge of a digital brand strategy for 1664 Blanc, aiming at more brand awareness almost only through implementation on social media using influencers.
After only 7 months 1664 Blanc is the leading wheat beer in Denmark.
Solution
Launch events with famous DJs, outdoor events, beer tastings, collaborations with fashion week and festivals, and a profound Instagram effort were some of the ways this 1664 Blanc greeted the consumers. Through this campaign with a strong differentiating visual identity, the 1664 Blanc brand was introduced.
Results
After only 7 months on the market, 1664 Blanc is the leading wheat beer in Denmark and the third largest foreign special beer brand.
Brand awareness rose from 5% to 23%
10% would choose a 1664 Blanc, which is an 8% increase compared to before the campaign.
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