Wed, 29 Jan 2020 10:57:24 GMT
Fold7 has been appointed as the global creative partner of the 1664 Blanc brand following a competitive pitch.
A premium wit beer* with a hint of citrus, 1664 Blanc is one of the most dynamic brands in the Carlsberg Group portfolio.
Growth is coming from every corner of the world. As 1664 Blanc’s global creative partner, Fold7 will be responsible for building the brand across +40 markets including China, Russia, South Korea and Canada. Charged with developing the brand strategy and core creative idea, it will be executed globally across multiple touchpoints with the aim of accelerating brand awareness, driving consideration and trial, while reinforcing the beer’s premium positioning.
Part of the Miroma Group, Fold7 has already built a reputation for highly creative and commercially successful work for the Carlsberg Group. In the UK, the Carlsberg brand’s 2019 ‘New Brew’ (‘Probably not’) campaign was incredibly bold, in which the brewer launched its new recipe by being candid about its old one. Credited as one of the campaigns of the year, it won Marketing Week’s top spot and Gold at Eurobest.
Steve Stringer Carlsberg VP craft and speciality said: “Above all else, we chose Fold7 for their creativity. They’re proven in delivering disruptive work that gets brands noticed. This partnership will help us ensure that 1664 Blanc is set for continued strong growth for the long-term.”
James Joice, Fold7 managing director added: “We’re delighted to build on the success of our partnership with the Carlsberg Group with another exciting global role. Doing what we do best, we’ll be creating bold work for 1664 Blanc and reimagining it for the modern world.”
The first work for 1664 Blanc will break in May 2020.