Former footballer Eric Cantona has pledged to swim the English Channel, as long as 10,000 consumers back the taste credentials of Kronenbourg 1664.
Part of the new #LeBigSwim campaign for the beer brand, the latest ad shows Cantona promising to swim from France to England if 10,000 British consumers “agree with him that Kronenbourg 1664 is the greatest-tasting beer”.
The four-part video series is pitched at the brand’s target male audience and aims to increase awareness and drive sales of Kronenbourg 1664 throughout the summer.
Limited edition packaging, which is said to highlight the beer’s heritage and authenticity as well as the “witty personality of the Gallic brand seen in the wider campaign”, will be rolled out in the off-trade as part of the activity.
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.”
The public can follow Cantona’s #LeBigSwim via Kronenbourg’s Facebook page (www.facebook.com/K1664), Twitter (@Kronenbourg1664) and YouTube (https://www.youtube.com/Kronenbourg1664).
More videos charting Cantona’s #LeBigSwim journey will be released throughout the summer.