1664 Blanc toasts to new social agency in Malaysia

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Carlsberg Malaysia has appointed Lion & Lion to lead 1664 Blanc’s social media accounts within the Malaysian market. The partnership sees the agency developing a comprehensive content strategy plan for the brand involving creative social experiences that relate to the brand’s global tagline of “Good Taste with a Twist".

Lion & Lion focuses on elevating 1664 Blanc’s market penetration among its target audience by emphasising the brand personality’s premium quality and trendy lifestyle. Campaigns will be entirely digital, spread out across the brand’s social platforms namely Instagram and Facebook, complemented by tactical eCommerce marketing activities, consumer engagements and collaborations with local influencers to drive brand awareness and amplify the social media content.

“Since we began, 1664 Blanc has embodied the French spirit, and we still do. We want to bring the joie de vivre, the elegance and the great taste to those wonderful social occasions of revelling in good company while enjoying 1664 Blanc beer. With social media becoming a big part of everyone’s life especially since the pandemic started, we want to craft more relevant and sharpened content to reach out to our consumers and drive engagement,” said Caroline Moreau, marketing director, Carlsberg Malaysia.

Jeppe Carlsen, managing director, Lion & Lion, Malaysia, shared that the social approach for 1664 Blanc was chosen as it was “the optimal route to bringing out the brand’s association with elegance and playfulness". “Our strategy is to strengthen the brand by promoting its personality,” he added.

Carlsen added that the slogan “Good Taste with a Twist” offers ample opportunities to incorporate the beer’s French heritage into the local culture by emphasising a trendy, upbeat lifestyle and creative visuals that challenge our expectations. “It is not so much about selling a beer but allowing our drinkers to experience being part of a socially accessible yet stylishly chic community,” he said.

Last June, 1664 Blanc partnered with Malaysian urban fashion brand Nerdunit to launch an exclusive streetwear collection. The collection features 1664 Blanc’s distinctive blue and white brand imagery across various pieces of apparel, and drew from the beer brand’s ethos of sharing good taste. While the brand has a history of collaborating with international designers, it was the first time it had partnered an Asian designer.

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