Kronenbourg LeBigSwim by Eric Cantona
Kronenbourg 1664 is being promoted in the UK with #LeBigSwim, a campaign in which Manchester United football star Eric Cantona swims the English Channel. Cantona vowed to swim from France to England if over 10,000 Britons agreed that Kronenbourg lager is the best tasting beer available in the world. On August 6, the English Channel swim was released on video.
The first creative execution sees Cantona sat behind a desk in the northeastern French region of Alsace and dressed in a thick blue roll neck jumper. Here Cantona bullishly explains his intention to swim the Channel if he gathers enough support on social media.
“I Cantona, will swim the English channel to Britain, if you agree with me that Kronenbourg is the supreme tasting beer in the world. I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. I, Cantona, will swim the Channel in the only way I know best, and show the world once again that I stand up for what I believe in.”
To give the former footballing superstar the best possible chance during #LeBigSwim, Kronenbourg 1664 has teamed up with renowned French-English chef, Michel Roux Jr., to produce the first Michelin star-quality swimmers’ grease, made from duck fat. If applied liberally from head to toe it will help Monsieur Cantona speed across the English Channel like water off a duck’s back.
It’s a well-known fact that Channel swimmers smother themselves in bird fat and other assorted lubricants to conquer the crossing. However, only the finest fat, created at the hands of a culinary king, will do for the legendary Cantona if he is to fly the flag for great taste from France to Britain.
Said culinary king, Michel Roux Jr.: “I’m a man with roots in both Britain and France, so when I heard that Eric Cantona was going to swim the English Channel if enough Britons agreed with him that Kronenbourg was the best tasting beer, I wanted to help in the best way I could: by creating the most suprême swimmers’ duck fat the world has ever seen. Not only is my graisse de canard magnificent with potatoes, it will also guarantee any Channel swimmer glides through the water with elegant ease.”
Befitting from its esteemed origins in the haute cuisine kitchen of La Gavroche, only 50 jars of Michel Roux Jnr.’s Suprême Swimmers Duck Fat have been made by the two Michelin-starred maestro. A number of these will be up for grabs on the Kronenbourg 1664 Facebook page for any budding chefs or Channel swimmers inspired by Cantona. Visit www.facebook.com/kronenbourg1664 for more information.
Ifeoma Dozie, beer brand director at HEINEKEN said: “We have been delighted with the brand momentum generated by ‘A Taste Suprême’ and our association with Eric. It resonates with consumers and we are taking it to the next level with rich, digital content, supported through PR and VOD, that will reach consumers at the right time for them.
“Le Big Swim catapults Kronenbourg 1664’s humorous take on the hop farmers of Alsace campaign with a global superstar, to a “tongue in cheek” digital campaign that our consumers will want to watch and build their emotional connection with the lager.
“More and more consumers are looking for a premium drinking experience and Kronenbourg 1664’s outstanding combination of quality, taste and heritage provides just that. Through #LeBigSwim these credentials will be reinforced even more and hopefully Britons will agree with Eric that Kronenbourg is the most suprême tasting beer around.”
The public can follow Cantona’s #LeBigSwim, and signal their agreement with him, by heading to Kronenbourg’s Facebook page (www.facebook.com/K1664), Twitter profile (@Kronenbourg1664) and YouTube channel (https://www.youtube.com/Kronenbourg1664).
Eric Cantona said: “I have never turned down an opportunity to be bold and make a statement in the name of something I believe in. When the people of Britain agree with me that Kronenbourg is the most supreme tasting beer, I Cantona, will swim the Channel in the only way I know best, and show the world once again that I stand up for what I believe in.”
The Kronenbourg LeBigSwim campaign was developed at Ogilvy Group UK, London, by chief creative officer Gerry Human, copywriter Simon Lotze and art director Miguel Nunes, agency producer Ruth Darsow, planner Tara Austin, account manager Joseph Grigg and account director Harriet Harrison.
Post production was done at Universal Production Partners. Sound and music were produced at Sound Square.
The media planning and buying was handled by Starcom MediaVest Group.