Carlsberg-owned beer brand 1664 has recruited actor & producer Robert Pattinson to be its first global brand ambassador.
The appointment consists of a worldwide marketing activation slated for next year, directed by filmmaker and ‘The Brutalist’ director Brady Corbet. While specific details were not disclosed, Carlsberg said the initiative will be “a cinematic exploration of contrasting perspectives on good taste”.
In April, Carlsberg launched the UK-based ‘Make It Suprême’ activation for 1664 as part of a “multi-million pound investment” that centred around a TV advert, ‘The Masterpiece’.
Two months earlier, the group signed an agreement that saw 1664’s Blanc extension become the ‘principal partner’ of London Fashion Week.
The company is scheduled to report its Q3 2024 results on 30 October. For the first six months of this year, sales were flat on the corresponding period in 2024.
