Heineken UK is switching the packaging of Kronen-bourg 1664 to the brand's global design to better flag up its premium qualities.
The revamped lager, hitting stores this week, sports a more sophisticated design, including a predominantly silver background. As part of the look, introduced globally in September, the Dynamo Système line is replaced with Draught Système.
The makeover forms part of a push to build on the brand's reputation as a "sophisticated, high-quality premium lager," said Heineken UK, and includes a multi-million pound TV and press campaign kicking off in October. The brewer hopes the revamp and ads will reverse an 8.7% drop in sales to £85.5m [Nielsen 52w/e to 17 April 2010].
"The category continues to grow and the new look aims to bring more attention to the brand," said Lucas Bergmans, senior brand manager.
The revamped lager, hitting stores this week, sports a more sophisticated design, including a predominantly silver background. As part of the look, introduced globally in September, the Dynamo Système line is replaced with Draught Système.
The makeover forms part of a push to build on the brand's reputation as a "sophisticated, high-quality premium lager," said Heineken UK, and includes a multi-million pound TV and press campaign kicking off in October. The brewer hopes the revamp and ads will reverse an 8.7% drop in sales to £85.5m [Nielsen 52w/e to 17 April 2010].
"The category continues to grow and the new look aims to bring more attention to the brand," said Lucas Bergmans, senior brand manager.
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