Limited edition goals.
Kronenbourg
Limited editions fit for a king
Unmistakably French, with a rich depth of character and passionate pride – Kronenbourg and their ambassador, Eric Cantona, have a lot in common. Between 2016 and 2019 the professional footballer turned actor embodied the Kronenbourg spirit, both in advertising and limited edition packaging.
Footballer, singer, actor, manager... Eric Cantona is a big personality with many facets. Our challenge was to create four desirable limited edition packs, each one distinctive from the last. Each aspect of his personality had to translate onto pack, remaining instantly recognisable, supporting the Kronenbourg brand without overtaking it.
Footballer, singer, actor, manager... Eric Cantona is a big personality with many facets. Our challenge was to create four desirable limited edition packs, each one distinctive from the last. Each aspect of his personality had to translate onto pack, remaining instantly recognisable, supporting the Kronenbourg brand without overtaking it.
Limited editions
Packaging
Brand partnerships
“The limited edition Cantona pack was a huge success story and returned Kronenbourg to penetration growth. BrandMe managed to convey our pride and passion throughout the project, delivering a brilliant design solution despite a very tight timescale.”
Ifeoma Dozie
Kronenbourg Brand Manager, Heineken UK
Approach.
That Cantona spirit.
2016’s edition built upon an iconic football ritual – the popped collar – trademarked by Cantona. In 2017, we introduced ‘acting-era’ Cantona, focusing on his intense stare and personality. The 2018 pack tied in with the Euros, reminiscing about Cantona’s success as a footballer. Finally, our 2019 design tied in with the larger campaign, across social media, sending Cantona to space to prove that Kronenbourg is the ‘Taste Suprême’ of the galaxy... the twist being that he was going to Space nightclub, Ibiza.
The 2016 pack delivered 13% on-trade volume growth and a £16 million increase in income, a success we built on, year on year. What a man, and what a partnership.
The 2016 pack delivered 13% on-trade volume growth and a £16 million increase in income, a success we built on, year on year. What a man, and what a partnership.
