Carlsberg Malaysia has appointed creatively-driven, digital-first agency Lion & Lion to lead 1664 Blanc’s social media accounts within the Malaysian market. The partnership, which officially kicked off on 1 August, will see the agency developing a comprehensive content strategy plan for the brand involving creative social experiences that relate to the brand’s global tagline of “Good Taste with a Twist.”
Lion & Lion will focus on elevating 1664 Blanc’s market penetration among its target audience by emphasizing on the brand personality’s premium quality and trendy lifestyle. Campaigns will be entirely digital, spread out across the brand’s social platforms namely Instagram and Facebook, complemented by tactical e-Commerce marketing activities, consumer engagements and collaborations with local influencers to drive brand awareness and amplify the social media content.
“Since we began, 1664 Blanc has embodied the French spirit, and we still do. We want to bring the joie de vivre, the elegance and the great taste to those wonderful social occasions of reveling in good company while enjoying 1664 Blanc beer”, said Caroline Moreau, Marketing Director, Carlsberg Malaysia. “With social media becoming a big part of everyone’s life especially since the pandemic started, we want to craft more relevant and sharpened content to reach out to our consumers and drive engagement.”
Jeppe Carlsen, Managing Director, Lion & Lion, Malaysia, shared that the social approach for 1664 Blanc was chosen as it was “the optimal route to bringing out the brand’s association with elegance and playfulness.”
“Our strategy is to strengthen the brand by promoting its personality”, said Jeppe.
The slogan “Good Taste with a Twist” offers ample opportunities to incorporate the beer’s French heritage into the local culture by emphasizing a trendy, upbeat lifestyle and creative visuals that challenge our expectations.
It is not so much about selling a beer but allowing our drinkers to experience being part of a socially accessible yet stylishly chic community.”
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