Kronenbourg 1664 gets attractive
Singapore – Eyeing a bigger market share, Carlsberg's premium French lager Kronenbourg 1664 has launched its inaugural '1664 Signs of Attraction' campaign, starting off with a Facebook application.
Jamie Lee, senior brand manager and corporate communications at Carlsberg, told Marketing the brand's main objectives are to increase brand trial and engage consumer experiences.
In a partnership with dating company Lunch Actually, the SG$500,000 campaign will run from 24 February to 31 May and aims to encapsulate the "true spirit of love by taking socialising and dating to a new level."
The brand will also be running Facebook ads, print advertisements, bus ads and other initiatives like onsite tent cards, posters and shelf displays to grow market share and build brand awareness.
"We feel that romance is a natural extension to the ‘pleasure' concept and want our fans to be part of a fun community, with the bonus of possibly meeting that special someone," Jamie Lee, senior brand manager and corporate communications at Carlsberg Singapore, said.
She added the brand will also be organising Cupid Parties where online participants can meet other like-minded singles. "It is a great opportunity for consumers to experience the brand for themselves and what they can expect at Kronenbourg 1664 parties."
Participants will also be given the opportunity to win a trip to Paris for two, encouraging party guests to take photos at its Kronenbourg 1664 Photo Booth.
Customers can also receive two pairs of its limited edition 1664 Signs of Attraction iPhone cases with a purchase of Kronenbourg 1664 beers from 1 March to 30 April.
Carlsberg did not comment on subsequent marketing campaigns for the brand.
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- Carlsberg Singapore Pte Ltd
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