Kronenbourg beer launches brand campaign

Kronenbourg beer has launched a regional integrated brand campaign with the help of BBH Asia Pacific.

The campaign, which extends to print, digital, point of sale, out of house and all brand collateral will launch across the region this week.

BBH Asia Pacific was first handed the Kronenbourg business in October 2013 and was tasked to create a new brand strategy for the French beer brand in the region. BBH is currently responsible for all strategic and creative work for the brand.

BBH conceptuliased the campaign ‘Taste the French Way of Life’ – with development for the Singapore, Malaysia, Hong Kong and Taiwan markets.

Jessica Spence, Asia vice-president commercial for Carlsberg Group said the new campaign is "built off strong Asian insights" and has "found a relevant and compelling way to bring our brand promise to Asian consumers.”

Ara Hampartsoumian, regional business development director, BBH Asia Pacific said: “Kronenbourg wants to carve out a distinct identity for itself in the region. We are thrilled to launch the first campaign since our win and to have the task of rebranding this premium French beer that is savoured the world over.”