Fold7 Reinvents Classic French Traditions for 1664 Blanc Beer

Creative agency, Fold7, has launched the latest major global campaign for Carlsberg Group’s 1664 Blanc, forming part of the brand's global growth strategy. 

'Good Taste with a Twist' is released for the very first time in the UK. Focusing on the Bottles as Art OOH executions, the work promises to catch consumers' eyes across the UK.

As part of a multi-channel and multi-market delivery, Fold7 has created a global toolkit, with a diverse array of assets for digital, social, print and OOH. Digital assets are designed to drive engagement in their native channels by using elements of the channel interface, for example prompting the viewer to tap the screen to instigate the next part of the story, or to gamify the experience by tapping to pin the blue moustache on the Frenchie.

Nikola Maravic, global marketing director for 1664, said, "I’m proud to see the brand’s continued growth and its expansion into new markets like the UK. The creative platform ‘Good taste with a twist’ and its playfully elegant personality continues to drive engagement and reinforce the brand’s premium positioning."

John Yorke, creative director at Fold7 said, “We're really excited to bring 1664 Blanc and the Good Taste With a Twist campaign to the UK. It's bold and playful work for a bold and playful brand that consumers are really going to love.”

Over the course of 2024 and 2025, the campaign will run in up to 40 markets, including UK; Denmark; Italy; Germany; Switzerland; Bulgaria; Poland; China & Hong Kong; South Korea; Malaysia; Vietnam, with the full toolkit allowing different markets to choose which assets and touchpoints to roll-out, and when.