trevor//peter has been selected by Carlsberg Canada as its creative agency of record for its Kronenbourg 1664 and Kronenbourg Blanc labels, without a review.
Chris Waldock, director of marketing for Carlsberg Canada Inc. said the Toronto agency was a natural choice given its work on the beer company’s Carlsberg and Somersby brands.
“We had already a lot of experience with [trevor//peter] and had built a strong relationship with them,” he said. “Two years ago, we handled everything on a project-by-project basis and it involved multiple agencies. We felt we needed to partner with one [agency] to establish a focus group of brand guardians.”
The agency has been tasked with helping win the premium Kronenbourg brand — marketed in North America for years as the premier beer of France — more mass recognition among Canadians.
“Our task is to move ‘C’est Parfait!’ forward and help define what that means in consumers’ minds,” said Marta Hooper, creative director at trevor//peter, in reference to the campaign crafted by Toronto agency john st., Kronenbourg’s AOR for the past year.
“Our job at trevor//peter is to help Kronenbourg capitalize on the momentum it has built in Canada,” said Hooper. “It has a huge heritage, but it’s not as well known here in Canada. Our job is to help expand on that.”
While past campaigns for Kronenbourg focused mostly on out of home advertising, Hooper said the agency will move the brand into social, digital and experiential.
Aside from OOH, the brand has a strong sponsorship and sampling program, supporting more than 200 events a year within the world of arts and culture across Canada. But, Waldock said the goal moving forward is to reach customers through multiple channels.
“We haven’t in the past hit the nail on the head with a consistent story through all channels,” he said. “The goal for next year is to have not only a great out-of-home campaign, but one that starts telling a story through all our events and activations, through sampling, social, digital, print media — everything.”
The next Kronenbourg campaign will launch in spring of 2015.
