Heineken has launched a new campaign for Kronenbourg 1664 featuring French former footballer Eric Cantona.
Entitled #LeBigSwim, the campaign karate kicks off with a film in which Cantona bullishly announces that if 10,000 Britons agree with him that Kronenbourg 1664 is the greatest tasting beer, he will salute their good taste by swimming the English Channel from France to Britain.
The four-part video series aims to engage with the brand’s target male audience to increase awareness and drive purchase throughout the summer trading period. To support the campaign, limited edition packaging will be available across the off-trade.
Ifeoma Dozie, Beer Brand Director at Heineken said: “Le Big Swim propels Kronenbourg 1664’s humorous take on the hop farmers of Alsace campaign with a global superstar, to a digital campaign that our consumers will want to watch and engage with, building their emotional connection with the lager.
“More and more consumers are looking for a premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage provides just that. Through #LeBigSwim these credentials will be reinforced even further and hopefully Britons will agree with Eric that Kronenbourg is the most suprême tasting beer around.”
Eric Cantona said: “I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. When the people of Britain agree with me that Kronenbourg is the most suprême tasting beer, I Cantona, will swim the Channel and show the world once again that I stand up for what I believe in.”
The public can follow Cantona’s #LeBigSwim and signal their agreement with him by heading to Kronenbourg’s social media channels.
More videos will be released throughout the summer. Just look out for the seagulls Eric.
