Project Name
Kronenbourg 1664 Brut Lager Hong Kong Grand Launch
ABOUT THIS PROJECT
Kronenbourg 1664 Brut Lager Hong Kong Grand Launch
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OVERVIEW
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1664 Brut is the new variant under the 1664 brand, launched in the Hong Kong market in May 2023. This product features a bubbly, champagne-inspired lager. A grand launch campaign is essential to announce and celebrate the release of this new variant.
Project Details
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OVERVIEW
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1664 Brut is the new variant under the 1664 brand, launched in the Hong Kong market in May 2023. This product features a bubbly, champagne-inspired lager. A grand launch campaign is essential to announce and celebrate the release of this new variant.
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Challenge & Opportunity
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With the majority of market share occupied by lager, this presents a significant opportunity for growth when 1664 introduces its new lager variant. While the lager segment is vast and competitive, with a wide range of brand images and price levels, the challenge for 1664 lies in maintaining and even elevating its premium brand image without sacrificing its unique French elegance as it launches this new lager variant.
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Solution
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The creative concept for the campaign is inspired by champagne, a classic symbol of celebration that elevates moments of joy. This association will be extended to the enjoyment of 1664 Brut. Strategically, the campaign aims to reinforce the connection between “1664 Brut” and “Champagne” in the minds of consumers, effectively delivering the message – "Sparkling Moment.