Kronenbourg 1664: The role of advertising in brand portfolio management

Aimed to reposition Kronenbourg as a premium brand. Analysis suggested the current positioning was damaging the prospects for the whole Courage portfolio. 1984 relaunch changed the product name and emphasised the superiority of the brand. Radio and posters used in high target market areas, no TV. Following two campaigns images had changed considerably. Sales growth was twice market rate in the advertised areas