Redefining Beer

How do you elevate beer’s centre of gravity to reignite growth?

Challenge

A lack of consistency and clear sense of direction across the markets meant 1664 was failing to fulfil its commercial potential. A universally aspirational positioning was needed to unite and inspire, establishing fundamentals for growth across the marketing mix.

Unlock

A globally distinctive positioning and creative platform, bottling the playful elegance of Paris. From here, we built a compelling pipeline of innovations along with execution toolkits and collaboration platforms driving premium category growth across Asia and Europe.

Impact

Since the partnering with the brand in 2019 we’ve helped drive volume:
+29% YoY incremental category growth through sourcing new consumers (18-25 and women) into the beer category.

Project Scope

Positioning & Experience Definition

Brand Growth Narrative

Innovation Pipeline