1664 Blanc UK Launch.
Carlsberg Britvic launched 1664 Blanc in the UK through fashion rather than beer, as principal partner of London Fashion Week and the first beer stocked at Selfridges.
- Brand
- 1664 Blanc
- Agency
- Full Fat
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
UK beer was losing younger drinkers to low and no-alcohol drinks and spirits, and 1664 Blanc launched with no brand awareness.
The idea
Full Fat placed the beer outside its category, choosing partners with standing among style-conscious audiences. The brand signed a two-year principal partnership with London Fashion Week and an exclusive Selfridges listing, opening with Duke Street windows, a Parisian tabac-style kiosk, a fashion newspaper called Le Journal Bleu and talks in the Selfridges cinema. Later phases added a sold-out day of talks at the ICA, a film with Jourdan Dunn and a two-day Covent Garden activation, backed by 37 paid influencer partnerships.
Results
- According to the case study, brand awareness went from 0% to 23% nine months after launch.
- The case study says 80% of Blanc shoppers were new to world lager and 48% were new to beer.
- By the case study's figures, 127 pieces of earned media reached 380 million people.
Case study source: Creativebrief Source ↗
Credits
- Creative agency and PR
- Full Fat
- Media agency
- iProspect
- Additional company (on-pack promotion)
- Zeal
- Additional company (global creative agency)
- Fold7
