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.
APPROACH
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.
EXECUTION
Two category-defining partnerships in fashion.
First, with British Fashion Council, landing Blanc as Principal Partner for London Fashion Week and reaching a style-conscious audience of 3.8 million.
Then, 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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