1664 unveils new visual identity alongside global campaign

Carlsberg Group's beer brand 1664 has unveiled a new visual identity and a new global campaign highlighting the essence of the brand.

The refined 1664 brand personality expresses modern Francophile, embodying playful elegance, magnetic sociability, and French audacity. While the iconic blue bottle remains untouched, the new packaging adds a touch of audacity to the playful twist of 1664.

On the other hand, the brand also released a global campaign that takes consumers on a journey to ‘Rue 1664’ – the home of "Good taste with a twist".  Embracing the brand's rich connections to fashion, art and design, the new campaign aims to infuse a more contemporary style into the essence of 1664 Blanc.

The refreshed visual identity unmistakably positions it as the most stylish beer to be seen with, setting a new standard for modern sophistication.

To amplify the rebrand, 1664 has launched a campaign starting with LED displays in Victoria Harbour in Hong Kong, aiming to immerse consumers in the 1664 lifestyle. This will be followed by a full roll-out of the new brand assets across all channels.

Meanwhile, 1664 has partnered with its brand ambassador, Hong Kong singer Hins Cheung (pictured), to present a pop-up experience named L'Atélier 1664, at Old Alberose – a preserved neo-Georgian mansion dating back to 1926 that was once the home of French luminary Albert Weill. The mansion has been conserved as a class two historic landmark in Hong Kong and is also Cheung’s residence.

Available from 11 May to 19 May 2024, 1664, the pop-up event will feature a street that draws inspiration from the venue’s archetypal Parisian design, aiming to transport guests into the world of Rue 1664.

1664 will showcase the Modern Francophile values with an elegant and unexpected playful twist, while featuring its 1664 Blanc and 1664 Brut beers. Guests will be immersed in a world where tradition meets modernity, creating an atmosphere that elevates the moment with Cheung and 1664 brew.

To fully experience the indulgence of modern Francophile, the pop-up will offer a food-pairing session designed to tantalise guests’ taste buds and savour the newly launched 1664 Brut.

MARKETING-INTERACTIVE has reached out to 1664 for more information. 

Don’t miss: 1664 Brut gives Hongkongers a chance to date Hins Cheung

Back in March, 1664 partnered with 16 Hong Kong-based restaurants to launch a lucky draw for consumers to win a special dining experience with Cheung.

Also known as “Hins Cheung x 1664 dine in the city”, the campaign was done in collaboration with PR agency The Bridge Agency, creative agency Arch, social agency J1, as well as F&B marketing promotion agency Dining City.

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