Eric Cantona kicks off Kronenbourg 1664’s #LeBigSwim campaign
Thursday July 2, 2015 at 2:49pm
Heineken, the UK’s leading beer and cider business, has launched a new digitally-led campaign for its premium lager brand Kronenbourg 1664 which could see brand spokesman, French footballer Eric Cantona, taking on the challenge of swimming the English Channel. The #LeBigSwim campaign, which launches today (July 2nd 2015), features a creative execution in which Cantona, dressed in a thick, blue roll neck jumper, 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. Cantona may be taking on more than just the tides, the cold, the container ships and the jellyfish, however. The French authorities have effectively blocked swims from France to England for decades and are often actively unhelpful towards attempts to swim from England to France, according to those involved in Channel Swimming. In the past, the French Government has proposed an outright ban on attempts to swim the Channel. Kronenbourg’s #LeBigSwim involves a four-part video series which aims to engage with the brand’s target male audience to increase awareness and drive purchase throughout the summer trading period. To support the ATL campaign, limited edition packaging will be available across the off-trade. The new design highlights the beer’s heritage and authenticity, with a nod to the witty personality of the Gallic brand seen in the wider campaign. Ifeoma Dozie, beer brand director at Heineken, says: “We have been delighted with the brand momentum generated by ‘A Taste Suprême’ and our association with Eric. It resonates with consumers and we are taking it to the next level with rich, digital content, supported through PR and VOD, that will reach consumers at the right time for them. 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.” Eric Cantona observes: “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 video can be viewed here: https://www.youtube.com/watch?v=pmC-u75Ae2E The public can follow Cantona’s #LeBigSwim and signal their agreement with him by heading to Kronenbourg’s Facebook page (www.facebook.com/K1664), Twitter profile (@Kronenbourg1664) and YouTube channel (https://www.youtube.com/Kronenbourg1664). More videos charting Cantona’s #LeBigSwim journey will be released throughout the summer as more Britons agree that Kronenbourg 1664 is a taste suprême. Headquartered in Edinburgh, HEINEKEN employs around 2,300 people. In addition to being Britain’s leading cider and beer business, HEINEKEN owns around 1,300 pubs through its Star Pubs & Bars business. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith's and Bulmers backed by a full range of niche and speciality brands.