1664 Blanc
Maison 1664
The Problem
The 1664 brand, a legendary French lager, was looking to introduce its new product, 1664 Blanc, to key high-level retailers like Sainsbury's and Waitrose. The challenge wasn't just to launch a new beer but to create an immersive, memorable experience that would not only showcase the brand's history and unique "circus twist" but also solidify its position as a premium beer for the female market. How could we tell the full story of 1664, from its rich heritage to the playful, modern identity of Blanc, in a single, impactful event?
The Solution
We realised that to truly engage these important partners, we couldn't just tell them about the brand—we had to transport them into its world. Our solution was to create a customer immersion event in the heart of Paris, fitting out a gallery to become a multi-sensory journey through the 1664 universe.
We designed a seamless, five-zone experience:
- The Market Room: We set the stage by immediately addressing the business opportunity, showing the current market landscape and how 1664 Blanc was perfectly positioned to capture it.
- The History Room: Guests were taken back in time with a voice-over from the founder, Jérôme Hatt, sharing the authentic story of the brand's 1664 beginnings.
- The Bière Bar: This zone was all about the original 1664 Bière, with a premium tasting experience that highlighted the brand's quality and heritage. We also showed guests how the brand would appear in stores and online, creating a complete picture of its commercial presence.
- The Blanc Zone: The core of the experience, this was a vibrant, blue-soaked space that embodied the circus-inspired twist of 1664 Blanc. A transportive tunnel led guests into a world where the flavour profiles were playfully broken down, bringing them into the heart of the new product's identity.
- The Personalised Presentation: The journey ended with a tailored presentation, showing each retailer exactly how the 1664 brands could thrive in their specific store environment, whether online or in person.
The Results
The immersion event was a huge success, creating a powerful and lasting impression on key retailers. By guiding them through a narrative that was both exciting and informative, we not only introduced them to 1664 Blanc but also allowed them to connect with the entire brand family. The event successfully communicated the unique market opportunity, the brand's rich heritage, and the playful, modern spirit of 1664 Blanc, setting the stage for strong relationships and future growth. The project truly brought the 1664 brands to life, turning potential stockists into passionate partners.
Project Credits
Brand
1664 Blanc & 1664 Bière
Platform
Experience
Industry
Food & Beverage
My Role
Creative Lead
Agency
TBA Group
Launch Date
October 2023