Eric Cantona dans la nouvelle publicité 1664

La marque de bière premium 1664 a décidé de s’associer avec la légende de Manchester United, Eric Cantona pour une campagne TV à plusieurs millions d’euros qui vise à repositionner la bière comme la bière de récompense pour les hommes qui prônent le goût avant tout.

[youtube]http://www.youtube.com/watch?v=nCmOb_WgSOY[/youtube]

K1664-Eric-and-glass1-640x360

pascalandbabes

Parade

Conçue par l’agence Ogilvy & Mather, cette publicité TV, lancée le 4 Février, montre Cantona assis dans un bar alsacien, amusé de voir que les « fermiers de houblons français (et plus particulièrement alsaciens donc) sont traités comme les footballeurs du Royaume-Uni », le tout sur une musique de Queen, « We are the Champions ». En effet, les fermiers alsaciens cultivent le Strisselspalt, un type de houblon rare qui est utilisé dans la production de la 1664.

Cette publicité vise à promouvoir « le goût et l’arome exceptionnels de la 1664 », dixit Jacco van der Linden, le directeur marketing d’Heineken, en charge de la distribution de 1664 au Royaume-Uni. Plus largement, la publicité TV est l’un des éléments de la campagne 1664, « A Taste Supreme », comprenant donc un volet TV mais aussi de l’affichage outdoor, du print, du digital et des activations sur les médias sociaux.

 

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