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Kronenbourg plays its Ace of Spades
Kronenbourg 1664 is to reappear on television screens alongside legendary rock hellraisers Motörhead.
The new advertising campaign marks the first television appearance for Kronenbourg since 2006 and is the first of several collaborations between the brand and famous artists scheduled to be broadcast over the year, encouraging punters to “slow the pace”.
The emphasis on Kronenbourg as a beer to savour as well as being one of “lingering complexity” is to be reflected in the campaign with bands slowing down their original rock songs to a more sedate tempo.
The first of the new adverts shows Motörhead performing a slowed down version of their signature track “Ace of Spades” among relaxed drinkers in a French bar.
Lucas Bergmans, senior brand manager for Kronenbourg 1664 at Heineken UK said: “Showing Motörhead performing a memorably different version of their legendary ‘Ace of Spades’ track as they enjoy Kronenbourg 1664 is a powerful and innovative way to deliver the consumer message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly – in any circumstances.”
The new advert can be viewed here
Rupert Millar, 27.10.2010