Beverage Packaging

Crown and Philippe Starck Produce Elegant Promotional Can for Brasseries Kronenbourg to Reinforce Brand Messaging

Producing over 8 million hectoliters of beer per year, Brasseries Kronenbourg (part of Scottish & Newcastle) is among the leaders in the French market. To maintain its leadership position, the company strives to stay ahead of consumer trends to reinforce brand loyalty.

Kronenbourg 1664 is one of the company's flagship brands. While already very successful in the marketplace, Brasseries Kronenbourg was eager to enhance the value of the brand by introducing a modern package design that would appeal to both existing and new customers.

Brasseries Kronenbourg teamed up with Crown and world-renowned contemporary designer, Philippe Starck, to launch a stylish 50cl aluminum promotional can.

The can is decorated with a unique ink developed by Crown specifically for this project. The eye-catching silver ink creates a "pearl-like" quality when rotated under light. The resulting effect adds a luxury appeal to the well-known Kronenbourg brand.

The promotional package also features a chic cap that further differentiates the product on store shelves.

The elegant, modern design of the package achieved the goals set by Brasseries Kronenbourg: reinforce the premium quality of Kronenbourg 1664 while giving the brand a new twist.

Consumers responded positively to the promotional packaging, which was available in supermarkets.

"We adopted a promotional can with a crisp, modern look to reflect the high-quality of beer inside the package," explained the Marketing Manager at Brasseries Kronenbourg. "The elegant visual appeal of our new can effectively reinforces the premium image of Kronenbourg."