UK: Scottish & Newcastle unveils new TV-advertising campaign for Kronenbourg

Scottish & Newcastle’s premium lager brand Kronenbourg 1664 is unveiling a new TV-advertising campaign this week that repositions the brew as “the lager worth taking time to savour”, media released August 29.

Created by Scottish & Newcastle’s UK roster agency M&C Saatchi, with media buying by Starcom MediaVest, the 40 second ad ‘Seat Search’ breaks nationally with the tagline “Sit. Savour.1664”.

The ad opens in a bar where a man orders a pint of Kronenbourg who, once served, moves towards a group of friends and the vacant seat near to them - only to be beaten to the seat by another drinker.

This sets him on a full scale search for a seat throughout the city, which sees him searching on a bus, at a station, through the streets and in a fashion store where he unwittingly disturbs a startled half dressed woman in a fitting room.

Full pint still in hand, he eventually finds himself in an art college where an open door looks on to a solitary empty chair where he can finally sit and take time to fully appreciate his pint - while posing naked for an art class.

Susan Cassidy, brand manager for Kronenbourg 1664 at Scottish & Newcastle UK, said: “The new advertising extols the virtues of finding time to sit and savour Kronenbourg.”

M&C Saatchi created a press and poster campaign for the Scottish & Newcastle-owned white premium beer brand Kronenbourg Blanc last year. The push featured an albino zebra at the heart of a herd of zebras with the strapline "Turn to White".

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