Ogilvy & Mather have created a new TV ad for Kronenbourg 1664 featuring Eric Cantona. The TV ad is part of a multi-media integrated campaign which includes, outdoor, digital and social media.
The ad shows French football legend Eric Cantona revealing his boundless admiration for the ‘hero hop farmers of Alsace’. The campaign unequivocally positions Kronenbourg 1664 as a reward for self-confident men who put taste first. It celebrates the brand’s distinctive taste and harnesses this product truth to set it apart from competitor brands.
The opening 30- seconds ad in a multi-million pound campaign – which broke nationally on February 4th – was filmed on location in the Alsace region of France, where Cantona is found musing that “the hop farmers are treated like the footballers of Britain” as the classic rock anthem , ‘We are the Champions’ plays in the background.
Jacco Van Der Linden, UK Marketing Director at HEINEKEN said: “The new ‘A Taste Suprême’ TV campaign is a humorous homage to the farmers in Alsace who nurture the highly-prized Strisselspalt hops that give Kronenbourg 1664 its exceptional taste and aroma.”
Gerry Human, Chief Creative Officer for Ogilvy & Mather London said:
“Getting Cantona onboard was a real coup – it’s hard to ignore a commercial that opens with him, but in the end it’s the tres chic hop farmers who are the real heroes.”
