Carlsberg has commenced the first marketing push for 1664 with Robert Pattinson since the UK actor was hired as the beer’s global brand ambassador.
Six months to the day after confirming its recruitment of Pattinson, best known for appearing in ‘The Twilight Saga’ series of movies, Carlsberg has launched the ‘Unquestionably Good Taste’ campaign for the French beer. Centred around a 1-minute ad (below) directed by Academy Award-winning director Brady Corbet, the activation will appear on TV, digital and social media platforms, backed by out-of-home assets.
Financial details about the tie-up were not disclosed.
As part of the platform, which sees Pattinson play three different roles, Carlsberg commissioned research into the concept of individual taste. The study “highlights a striking cultural tension”, according to the brand owner. “While 83% of people believe they personally have good taste, just 31% agree on what good taste actually means.
“The findings reinforce the campaign’s central idea – that taste is deeply personal, cultural and proudly subjective.”
In results for the 12 months of 2025, announced in February, Carlsberg credited the Blanc extension of 1664 (formerly known as Kronenbourg 1664) with driving a near-3% sales rise from the group’s ‘Central & Eastern Europe and India’ reporting region. 1664 Blanc debuted in India at the start of last year.
