1664 Blanc and fashion brand DEMO highlight 'twist of fashion' in new campaign

French beer brand 1664 Blanc has teamed up with a fashion brand DEMO to showcase the brand’s French fashion lifestyle genes with a new campaign namely “A Twist of Fashion with a Taste for Style” for Hong Kong. 

This comes as 1664 Blanc is committed to injecting fashion elements into the brand and showcasing the brand’s French art and lifestyle genes. Therefore, 1664 Blanc collaborated with fashion brand DEMO to create the 1664 Blanc x DEMO fashion collection. DEMO's design is known for its contemporary classic style and attention to clothing details, which perfectly aligns with 1664 Blanc's elegant yet playful brand essence, according to the release. 

The new campaign features two sets of fashion collections for 1664 Blanc “Good Taste with a Twist” and “Playfully Elegance” designed by DEMO to showcase the brand’s aspirational lifestyle positioning and fashion attitude. It also comes with a new brand video featuring Keung To, the 1664 Blanc ambassador. The collection showcased by Keung To in the launch video fully demonstrates 1664 Blanc's fashion charm and aims to ignite a French fashion trend.

Done in collaboration with social media agency We Glow HK, the campaign started on 12 June with activations including TVC, social content and out-of-home (OOH) advertising in Causeway Bay’s Island Beverley Shopping Centre from 30 June, recreating “Keung To Bay”. A series of limited-edition products and souvenirs of 1664 Blanc × Keung To will be coming soon.

To engage with a wider audience, 1664 Blanc will organise the “1664 Blanc x Keung To Fashion Beer Bottle Jacket Design Competition” and invite consumers to design the most fashionable beer bottle jacket for this special limited-edition beer bottle that can best showcase 1664 Blanc’s lifestyle tastes. To will also personally sign the winning work as a souvenir.

According to Carlsberg marketing director Kevin Choo, with 1664 Blanc's vision to be a leading, elegant, premium lifestyle brand, it constantly strives to expand the boundaries of what a beer brand can represent through premium collaborations.

"In this campaign, we are collaborating with an elegant fashion brand to bring the excellent taste of 1664 Blanc to our consumers. Our goal is to express and share good taste with an unique twist, and we believe that this collaboration will create excitement and buzz in Hong Kong,” Choo added. 

Florence Kong, We Glow managing director, added: “We're thrilled to launch a campaign that reinterprets the twist in 1664 Blanc's signature taste, bringing a refreshing and innovative approach to our consumers.”

MARKETING-INTERACTIVE has reached out to We Glow HK for more information. 

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