1664 ROSÉ
THE BRIEF
Launching a brand-new beer, in style.
The Problem to Solve
Kronenbourg secured the title sponsorship of Fashion Art Toronto in anticipation of the North American launch of their all-new beer, 1664 Rosé. While the European legacy brand has a rich history with style and elegance, beer itself isn’t exactly considered a fashionable beverage. But with its unique pink colour and served in elevated glassware, 1664 Rosé was changing the game and challenging the category. Competing with flutes of champagne and trendy cocktails, it was up to us to establish the new 1664 Rosé as a stylish and elevated beverage.
Our Solution
We gave beer a makeover, positioning 1664 Rosé as the must-have accessory with our “Drink Fashionably” campaign. With models dripped head-to-toe in pink holding the pink coupe glass, we tied the unique look of 1664 Rosé with the world of fashion and showcased the product as a thoughtful extension of an outfit, not just a drink. The national campaign consisted of a robust OOH and social media buy, and made its official debut at Fashion Art Toronto, where the pink carpet was rolled out for photo ops, product sampling and giveaways, solidifying 1664 Rosé as the official way to drink fashionably.
