Kronenbourg 1664 brings Keung To on board to unveil revamped bottles

Kronenbourg 1664 has launched a campaign showcase its revamped design of the bottles in collaboration with boyband MIRROR's member Keung To and Hong Kong-based artist Rex Koo. In a video launched on the brand's Facebook page, Keung said, "Life is about curating a good taste, then evolving it with a unique twist." According to Kronenbourg 1664, the campaign includes redesigned bottles for consumers to buy and collect.

According to the brand, the collaboration among Keung, Koo and Kronenbourg 1664 "demonstrates a new way for the public to interpret 1664’s Good taste with a twist, and to further cultivate 1664 Blanc as a premium brand with top-of-mind awareness among local consumers."

Carlsberg's marketing director Kelvin Cheng added, “1664 is about balancing French elegance with a refreshing and unexpected twist. That's why we have co-created the idea with the artists for the joint collection: day and night, playfully elegance and romance, inviting everyone to enjoy and share a glimpse of the French way of life."

The campaign contains both online and offline touchpoints. After launching the first post on Facebook on 20 May, Kronenbourg 1664 also rolled out more posts on its Facebook page to further engage the audience. On 23 May, the brand launched another post and it read, "It's such a blend of contrasts that inspires Keung To to alter a familiar design with a reversed palette for the 1664 X Keung To limited edition joint collection, carrying his wish to share a draught of lemon-hinted pleasure with the world!"

The brand added that the new products are available at supermarkets and convenience stores. As of 30 May, the new products will be available at partner restaurants too.

The campaign has also seen a fair bit of traction online with netizens posting photos showcasing their collection of the new products on the brand's Facebook. One fan said, "When I see Keung To, I will buy his products."

In addition to the video posted on social media platforms, the campaign also offers offline touchpoints such as ads on the exterior of trams, OOH ads on outdoor screens and point-of-sale materials. “We’re very excited for this campaign which is a refreshing interpretation of the twist from its signature taste of 1664 Blanc," said Florence Kong, managing director of We Glow.

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