Kronenbourg 1664 has launched a campaign with multiple touchpoints including a limited-edition box set featuring signature collectibles and bottles.
Taking inspiration from its previous campaign “Good Taste with a Twist”, the campaign, in collaboration with Cantopop lyricist Wyman Wong and agency We Glow, showcases Wong's fondness of the culture of France and pursuit of perfection. It also features two of Kronenbourg 1664 Blanc’s French bulldogs dressed in a "1664 Blanc suit" as well as Wong's signature costume during his concert.
The collaboration also includes a limited edition bottle design of Kronenbourg 1664 Blanc with only 300 sets available in total.
"Collectibles are popular among the new generation of luxury advocates and we’re glad to have the opportunity to bring new brand experiences to audiences,” commented Florence Kong, We Glow's managing director.
The campaign also reaches other touchpoints such artist collaborations, behind-the-scene films, social content, e-commerce page, gift set concept and development, as well as influencer seeding.
“We’re very excited about this collaboration. This is a refreshing interpretation of the twist from the signature taste of 1664 Blanc," commented Kelvin Cheng, marketing director of Carlsberg Hong Kong.