Kronenbourg - BrandMe
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LIMITED EDITION GOALS

Unmistakably French with his depth of character and passionate pride, Eric Cantona embodies the Kronenbourg spirit. So who better as pack hero? We have been creating yearly limited edition packaging since 2014, and using Eric Cantona since 2016.

The 2016 design built upon a football ritual trademarked by Cantona–the popped collar. 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. Our 2019 design tied in with the larger campaign across social media about sending Cantona to space, to prove that Kronenbourg is the ‘Taste Suprême’ in the galaxy... but with a twist.

The 2016 pack delivered a 13% on-trade volume growth and £16 million increase in income, a success we’ve built on year-on-year.

Kronenbourg - BrandMe
Kronenbourg - BrandMe
Kronenbourg - BrandMe
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Kronenbourg - BrandMe
Kronenbourg - BrandMe
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Kronenbourg - BrandMe
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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

Kronenbourg - BrandMe
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