Kronenbourg 1664 has launched a push featuring Eric Cantona – after advertising watchdogs gave the red card to a previous ad starring the former footballer.
In February, brand owner Heineken was rapped by the Advertising Standards Authority (ASA) for suggesting Kronenbourg 1664 lager was sourced and brewed in France.It ruled that a press ad and a TV ad starring Cantona were misleading for using statements such as “If you find a better tasting French beer, we’ll eat our berets” and “Here in Alsace … The hop farmers are treated like the footballers of Britain”.
The authority said the ads must not been shown again in their current form, and Heineken today (10 April) told The Grocer it has since re-edited and cut the TV ad for the new run in light of the ASA ruling.
The push, which will run until September, also features two new 30-second ads, Posterboy and Nun, that can be seen on the Kronenbourg 1664 Facebook page and through VOD channels. The campaign will also include press and online activity.