1664 BLANC
Launching a beer as a super premium lifestyle brand
THE BRIEF
1664 Blanc sought to break through the noise and position itself as a super-premium brand in the UK beer market, targeting affluent 25-40 year-olds.
The mission: craft a thumb-stopping campaign that resonated deeply with the culture, sparking conversation, brand awareness, and trial.
WHAT WE DID
We persuaded 1664 to invest their above the line marketing budget into below the line. A big ask but we used our Cultural Resonance Index to build cultural credibility for the brand from the ground-up.
Two category-defining partnerships in fashion.
British Fashion Council - landing Blanc as Principal Partner for London Fashion Week and reaching a style-conscious audience of 3.8 million.
An exclusive listing at Selfridges London - alongside a two-week creative activation, including an infinity window installation, a futuristic kiosque, and a two week Cinema programme with NEWGEN designers, stylist and writers..
A PR, influencer and social media campaign then flooded feeds with the cobalt blue bottle of Blanc.
RESULTS
Culturally resonating - 48% of Blanc shoppers in H1 were new to Beer
Reaching millions - 90M OTS, 50+ earned editorial in fashion, lifestyle media
Building awareness - 0 to 19% consumer awareness in 3 months
Driving conversation - 200+ pieces of Influencer content, 222+ UGC + 1.7M hero CGI views
"Full Fat brought the brand to life in such a brave, bold and impeccably stylish way"
Dharmesh Rana, Director Of Marketing Premium Brands, Carlsberg Marston’s Brewing Company
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