1664 Rosé
1664 Rosé
Launching a brand-new beer, in style.
Launching a brand-new beer, in style.
To establish Kronenbourg’s newest brew as the ultimate style accessory, The Garden created the "Drink Fashionably" platform for 1664 Rosé, blending high-fashion aesthetics with a bold, monochromatic edge to transform a premium beer into the season's most essential statement piece.
To establish Kronenbourg’s newest brew as the ultimate style accessory, The Garden created the "Drink Fashionably" platform for 1664 Rosé, blending high-fashion aesthetics with a bold, monochromatic edge to transform a premium beer into the season's most essential statement piece.
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 elevated custom 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 coupé 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.
Services
- StrategyConcept DevelopmentWriting & Art DirectionDesignPhotographyFilm Direction
“Since 1664 launched 18 years ago, we’ve always championed bold style choices and individuality in fashion. We couldn’t be more excited to launch Canada’s first Rosé beer to those passionate about style and fashion, and bring new fashion-forward beer drinkers into the 1664 fold.”
Building on the momentum of the "Drink Fashionably" launch in Toronto, the campaign transitioned into the fall season by shifting focus from the vibrant pink of 1664 Rosé to the iconic blue of 1664 Blanc for Montréal Fashion Week.
This evolution leveraged the same high-fashion DNA to reinforce 1664 Blanc’s position as a permanent fixture in the style world, shifting from a summer accessory to a sophisticated fall staple.
By partnering with major fashion weeks in Canada’s two largest style hubs, the brand solidified its identity as the "official way to drink fashionably" year-round. The core strategy remained constant: elevating premium beer from a simple beverage to a natural extension of a fashion-forward outfit.
