To introduce a new foreign beer to the Danish market, a market where there was no demand for a new beer.
Yellow was in charge of a digital brand strategy for 1664 Blanc, aiming at more brand awareness almost only through implementation on social media using influencers.
Launch events with famous DJs, outdoor events, beer tastings, collaborations with fashion week and festivals, and a profound Instagram effort were some of the ways this 1664 Blanc greeted the consumers. Through this campaign with a strong differentiating visual identity, the 1664 Blanc brand was introduced.
After only 7 months on the market, 1664 Blanc is the leading wheat beer in Denmark and the third largest foreign special beer brand.
Brand awareness rose from 5% to 23%
10% would choose a 1664 Blanc, which is an 8% increase compared to before the campaign.