Kronenbourg 1664 arrives in style in Singapore
Kronenbourg 1664 has hit the shores of Singapore. Drawing inspiration from Kronenbourg 1664s brand essence of French elegance, glamour and passion, Carlsberg Singapore conceptualised a launch campaign that was filled with French joie de vivre.
Integral to the campaign was Kronenbourg 1664s anchor visual featuring Paris' iconic Eiffel Tower, which instantly caught the attention of consumers and eloquently brought home the message that Kronenbourg 1664 is brewed with French Elegance.
On Singapore's Champs Elysees
In line with the premium positioning of Kronenbourg, the campaign strategy for introducing Kronenbourg 1664 to Singapore is very targeted. The campaign started in October and will run until January 2010. Above-the-line, Carlsberg Singapore opted for a series of mediums that included print ads in a major daily newspaper (The Straits Times) and high-end lifestyle publications (StyleMen, August and Appetite). These were complemented by 6-sheet bus shelter posters and outdoor billboard on the building façade of Orchard Plaza, located along Orchard Road, Singapore's version of Champs Elysees.
Teaming up with fashion icons
To further heighten its association with French elegance, glamour and passion, Kronenbourg 1664 joined hands with StyleMen on 18 October to kickoff Fashion Week 09 at the newest and most exclusive mall in Singapore, ION Orchard, where fashion mavens were treated to a catwalk fashion show showcasing the latest collections by the likes of Armani, Hilfiger and Calvin Klein.
The party continues
That is not the only party to celebrate Kronenbourg 1664's arrival in Singapore. This month, Carlsberg Singapore will also be throwing an exclusive party at one of the hottest nightspots in Singapore, KPO Bar, to launch Kronenbourg 1664 to the public. They will be tying up with media partner LUSH 99.5 FM to reach out to consumers for this party.
| The launch of 1664 was among other things supported by bus shelter posters |
And positive reactions are already spreading on the web:
See this blog from a female consumer in Singapore for the account of her experience of a 1664 launch event at KPO:
Juicy & Delicious
November 12, 2009
