Kronenbourg 1664: Le Suprême Taste in the Universe.
In 2017 Eric Cantona swam the channel after more than 10,000 people confirmed what Alscace had already known: That Kronenbourg is le taste supreme. But, as every Alsacian knows, today’s laurel’s are tomorrow’s compost. This time we wanted to prove that Kronenbourg is not just the best tasting beer in the world, but the best tasting beer in the universe!
But how?
Here’s Eric to tell you":
“So I Cantona, will go to Space to prove that Kronenbourg is the Taste Supreme in the Universe”
Eric’s press conference was announced in a breaking news bulletin during an FA Cup Football match on Sky Sports
and across social media platforms.
SOCIAL MEDIA
People could also follow Cantona’s Space training online and hear from his support team of Astronauts and Alsatian hounds, keeping audiences engaged with the campaign.
Gifs for Twitter, Instagram and Facebook
We also shot footage for gifs to be used on Kronenbourg’s social channels and to be posted by our Influencer himself, oui, c’est Cantona!
Caption: Who is this suave astronaut with Suprême Taste in beer? Mais Oui! It’s Cantona!
Packaging
Special edition packaging supported the campaign in supermarkets and drew people to visit the website.
Le Grand Reveal!
A TV spot that also played online revealed all.
Coverage
The papers picked up the story and so did people on social media.
Le Big Success.
The campaign exceeded all targets set for it.
It scored both high in Persuasion and high in breakthrough.
It boosted Purchase intent by 50% and actual sales by 7%.
News Stories about the campaign appeared in 41 publications.
The Sky placement over delivered on TVRS by 28%
On Facebook the campaign achieved 13% Ad recall versus 10% KPI and over delivered on impressions by 44%
On Video On Demand it delivered a higher CTR vs Standard.