Carlsberg Canada has tapped Toronto agency Espresso to develop a social and traditional media campaign for its premium beer brands, Kronenbourg 1664 and 1664 Blanc.
Much of Espresso’s work will focus on the Canadian launch of 1664 Blanc, which is currently available in draft form in select markets and will be available in bottles through distributors such as The Beer Store in Ontario this summer.
Espresso has worked with Carlsberg Canada for the past year-and-a-half and developed several initiatives around its flagship Carlsberg brand. The Toronto agency beat out other undisclosed agencies for the Kronenbourg assignment.
Last year, Espresso was involved in an initiative called “The Big Wedding Bash” that invited couples to enter a contest for the chance to win a $100,000 wedding from Carlsberg that anyone could crash. The initiative used the Carlsberg blog and Twitter feed, both of which are maintained by Espresso, and attracted more than 50,000 votes.
“We really like working with Carslberg,” said Espresso CEO Jacquelyn Cyr. “It’s a very smart company, its products are really solid, and it takes such a great approach to marketing – it wants it to be the best it can be constantly.”
Espresso has built a social media platform around Kronenbourg and has executed a print buy with Vancouver dailies and weeklies that will debut later this week, with Toronto and Montreal to follow.
