The packaging is also being changed with a new simpler Kronenbourg 1664 label, designed by Paris designer, Landor, being introduced. The blue of the packaging is also being made slightly lighter. The ad campaign, devised by M&C Saatchi, aims to put over a “British view of what the French do well” in a light-hearted and tongue-in-cheek way.
UK: Major relaunch for Kronenbourg 1664
UK beer company, Scottish Courage, is planning a major relaunch for its lager brand, Kronenbourg 1664. The company will introduce a new recipe for the brand and back the re-launch with a £15m ad campaign. Scottish Courage's goal is to make Kronenbourg 1664 one of the UK's top six beer brands by 2010.
June 28, 2002