Carlsberg has revealed its latest television-led activation for the 1664 Bière brand in the UK.
The ‘Make It Suprême’ activation comes as part of a “multi-million pound investment” that will centre around a TV advert, ‘The Masterpiece’ (below). Launched today (7 April), the push will also feature a collaboration with UK rapper Stormzy’s venue – named ‘House Party’ – in Soho, London for a launch event.
Carlsberg also said that the brand will “capitalise on growth of 0.0% category and has launched 1664 Bière 0.0 on draught, with 500 stockists already pouring”.
“The launch of ‘Make It Suprême’ campaign marks a new chapter for 1664 Bière as it continues to elevate the premium beer category,” said Carlsberg Britvic’s marketing director, Dharmesh Rana.
Today’s news comes at a lively time for the group’s marketing department in the UK; last week, a similar move was made for the Birrificio Angelo Poretti brand in the country.
Back in February, Carlsberg signed an agreement that saw 1664’s Blanc extension become the ‘principal partner’ of London Fashion Week.
