Heineken has launched special edition packaging to celebrate the 350th anniversary of the original Kronenbourg brewery. The limited edition packaging is available in the on-trade from now until December. The bottles have been updated to showcase the heritage and brewing expertise behind the brand. The limited edition, new-look features a colour split label of silver and the classic Kronenbourg 1664 blue, emblazoned with the text ‘Celebrating 350 years of brewing excellence’.
The 350th anniversary will be supported by heavyweight consumer print and online advertising, traditional and digital PR including social media, limited edition glassware in selected on-trade outlets, an on-trade customer-facing below-the-line competition, consumer events, ‘Hero Farmers’ TV advertising featuring Eric Cantona and two shorter videos – ‘Nun’ and ‘Posterboy’ – have been launched this year online and will be available via video-on-demand and social media.