For its new campaign, Heineken’s Kronenbourg 1664 has adopted the basics-themed approach similar to the one used by Stella Artois earlier this year. The brand has launched a marketing initiative under the tagline “A Taste Supreme”, which revolves around the brand’s beer taste and originality.

Photo: Kronenbourg 1664’s new print campaign, www.marketingmagazine.co.uk

While Stella Artois‘ positioning by Mother is more origin-oriented, Kronenbourg’s campaign by Ogilvy & Mather centers on its taste and celebrates it through a series of prints to be rolled out outdoor and national press across the UK next week. The visuals feature minimalistic design and strong messages such as “Measured in depth not volume,” “To taste is to know,” and “The tongue never lies.”

The print campaign is just the first phase of a cross-platform effort, which is slated for the next year. The inspiration of the ‘taste’ idea was the Strisselspalt hop, known the “caviar of hops,” which grants its taste and aroma to the Kronenbourg 1664 beer.

“We set out to create advertising that celebrates the brand’s distinctive taste and harnesses this product truth to set it apart,” commented Bruce Reinders, brands director for premium lagers at Heineken.