Kronenbourg 1664
New Packaging Launch

The Brief
Launch the new 1664 visual packaging in a way that’s fresh, stylish, and attention-grabbing. The campaign should build excitement, drive engagement, encourage product trial, and ultimately boost sales. All while staying true to 1664’s identity of refined taste, refreshment, and a bold sense of individuality.

The Idea
To unveil 1664’s refreshed packaging, we tap into the brand’s French roots, bringing Parisian flair, elegance, and individuality to the forefront. Inspired by Paris as the global epicenter of fashion and taste, the campaign plays with familiar haute couture imagery: catwalks, boutique window displays, and fashion magazine spreads.

Through this stylish lens, we celebrate the new look of 1664 while reinforcing what the brand has always stood for—great taste, refreshment, and a distinct sense of style that sets it apart. Like those who drink it, 1664 dares to be different.