Carlsberg conducts Kronenbourg 1664 promotion
Danish beer company Carlsberg Group has begun a Canadian promotion for its Kronenbourg 1664 brand. Developed by Vibrant Marketing of Toronto, the initiative will be a test project for an international effort. The campaign, called "Project1664," is intended to raise awareness of the brand and increase trial of the product. It will make use of a temporary location in Toronto's West Queen West neighbourhood. Until September, community artists or businesses can rent the space for free to promote their own activities. Kronenbourg beer will also be provided for special events.
The company has also released a publication called The Great Taste Guide that focuses on the food, fashion, arts and culture of the neighbourhood. It also contains information about local attractions and events, as well as special offers and other promotions. The publication will be distributed through the Project1664 location and through local bars and other establishments.
The effort will also make use of user-generated content and digital materials. Media buying is being handled by Initiative.