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In an increasingly fragmented world where consensus on even the most fundamental aspects of life proves elusive, the beer brand 1664, formerly known as Kronenbourg 1664, is launching a global campaign titled "A Question of Good Taste." This initiative, developed in collaboration with London-based agency Fold7, acclaimed director Brady Corbet, and global brand ambassador Robert Pattinson, seeks to explore the subjective nature of taste and celebrate the diversity of preferences. The campaign’s central premise is built upon a compelling insight: while a significant majority of individuals believe they possess good taste, there is a marked lack of agreement on what constitutes "good taste" itself. A recent study commissioned by 1664, spanning Asia, Europe, and North America, revealed that a staggering 83% of people consider themselves to have good taste, yet fewer than a third can agree on a shared definition.
This disconnect forms the bedrock of "A Question of Good Taste," a campaign designed to resonate with a contemporary audience grappling with a multitude of differing opinions. The Carlsberg Group, parent company of 1664, recognized the potential for this inherent tension to fuel engaging creative content. Laurent Cayet, Vice President of Creative and Experience at Carlsberg Group, articulated this sentiment, stating, "Good taste is only your responsibility and it’s your way of seeing things. Nobody can tell you if it’s true or not. We thought this contrast and this tension was interesting to leverage. The core campaign idea is about agreeing to disagree, was very interesting and very rich."
The Campaign Unveiled: A Parisian Mosaic of Preferences
The cornerstone of the integrated campaign is a 60-second hero film that artfully depicts Robert Pattinson in a series of distinct roles within a Parisian apartment building. Each persona embodies a different, yet equally passionate, interpretation of taste. Pattinson portrays a sleek modern minimalist, an eccentric older gentleman with a distinctive goatee and flamboyant glasses, and a paint-splattered, avant-garde artist. These characters find themselves in a delightful, yet spirited, conflict over their individual preferences, spanning music, cuisine, fashion, and literature.
The sonic landscape of their shared building is a battleground of genres, from classical piano recitals and soulful jazz records to the pulsating beats of electronic music CDs. Their culinary choices are equally divergent, ranging from an Instagram-ready gourmet burger to a classic baguette and impeccably dressed oysters. Even their footwear and reading materials reflect their unique sensibilities. Yet, amidst this symphony of disparate tastes, a singular point of agreement emerges: the crisp, refreshing allure of a cold, blue-glass bottle of 1664 Blanc. The campaign extends this theme with a brief kicker featuring Pattinson as a long-haired, leather-clad rocker, also enjoying a 1664.
This multi-faceted portrayal by Pattinson, a globally recognized actor known for his chameleon-like ability to inhabit diverse roles, underscores the campaign’s central message. It’s not about declaring one taste superior to another, but rather acknowledging and celebrating the individuality that defines personal preference. The choice to cast Pattinson in multiple roles, rather than a single character endorsing the product, amplifies the idea that 1664 can be appreciated across a spectrum of tastes and lifestyles.
Strategic Collaboration and Creative Inspiration
The creation of "A Question of Good Taste" was a collaborative effort involving a seasoned team of creatives. Fold7, an independent agency with a reputation for innovative campaigns, spearheaded the creative development. Director Brady Corbet, known for his work on films like "The Brutalist" and "The Childhood of a Leader," brought his cinematic vision to the project. Notably, Corbet had previously directed Pattinson in "The Childhood of a Leader," establishing a creative rapport that proved invaluable in shaping the nuanced performances required for this campaign.
The conceptual genesis of the campaign draws inspiration from classic cinema, specifically Alfred Hitchcock’s 1954 masterpiece, "Rear Window." Ryan Newey, Founder and Chief Creative Officer of Fold7, explained the thematic resonance, stating, "For Fold7, the right vehicle for a discussion of taste was inspired by a classic film, Alfred Hitchcock’s 1954 ‘Rear Window’ – a cinematic classic that shares a sense of class and style with 1664." The film’s voyeuristic exploration of neighbors’ lives and their often-conflicting realities provided a fertile ground for developing the campaign’s narrative of diverse individuals coexisting. The agency envisioned a scenario not unlike the dynamic in "Rear Window," but with an expanded cast of characters, all portrayed by Pattinson, to further emphasize the spectrum of individual tastes.
Production Excellence and Practical Considerations
The production of the hero film was meticulously planned to ensure both artistic integrity and practical feasibility. Fold7 delved deep into the elements that visually communicate taste, focusing on clothing, food, and music. These were then used to build the distinct characters in collaboration with Pattinson and Corbet. The aim was to enable Pattinson to fully embody each role, understanding their motivations and bringing them to life authentically.
However, the creative vision had to be balanced with the realities of production budgets and brand investment. Newey elaborated on these constraints: "We had some ideas for characters, but it just wouldn’t have been possible to shoot it in the time frame, because you’d have spent all day in prosthetics, really doing your transformation. And then also, our client has paid millions of pounds for Robert, and if you augment him too far, you might not recognize him." This pragmatic approach led to character designs that were visually distinct and communicative of taste without requiring extensive prosthetics or elaborate transformations that could obscure Pattinson’s recognizable presence.
To achieve a high level of cinematic quality, Corbet brought aboard the same composer and director of photography who had collaborated with him on "The Brutalist." The decision to construct the set practically was a key element in lending verisimilitude to the advertisement. This hands-on approach to set design not only enhanced the visual realism but also served as a catalyst for Pattinson’s performances. Newey highlighted the impact of the set, stating, "You can go through the windows of those sets and see [the characters’] apartments, so that the characterization of that guy is really brought to life in their lounge, the posters and books they read, and the level of detail there." The meticulously detailed environments allowed Pattinson to immerse himself in each character’s world, influencing his portrayal and adding layers of authenticity.
A Sustainable Brand Platform for Enduring Impact
The depth and detail embedded within "A Question of Good Taste" are not merely for aesthetic appeal; they are strategically designed to ensure the campaign’s longevity and adaptability. 1664 aimed to create a brand platform that could transcend a typical celebrity-driven advertisement, which often has a limited shelf life. The brand eschewed a conventional approach where a famous face simply acts as a spokesperson. Ryan Newey emphasized this distinction: "Typically, when a brand has a famous person, all that you end up with in 99% of advertising is them generally being themselves. You get a vibe from those celebrity-driven campaigns. They have a look and a style, but they don’t have a great deal of substance."
Instead, 1664 and Fold7 have crafted a campaign that can evolve and adapt to different markets and cultural contexts. The core concept of "agreeing to disagree" is inherently flexible and can be localized to resonate with specific regional preferences and debates surrounding taste. This approach ensures that the brand’s messaging remains relevant and engaging over an extended period, preventing the ambassador from becoming a fleeting endorsement associated with a singular campaign.
Laurent Cayet reinforced this long-term vision: "It’s not a one shot. It’s supposed to be something that is to live for many, many years. That’s what we liked about it from the beginning: It has this breadth, and it can be stretched quite a lot." The integrated campaign will roll out across various channels, including television, digital platforms, social media, and out-of-home advertising. Furthermore, in-store activations have been developed by agency Live & Breathe, and a dedicated social media campaign is being managed by We Are Social, ensuring a comprehensive and multi-channel presence. This strategic planning signifies 1664’s commitment to building a lasting brand narrative around the universal yet personal concept of taste.
Broader Implications and Market Context
The launch of "A Question of Good Taste" arrives at a time when brand authenticity and the ability to connect with consumers on a deeper, more relatable level are paramount. In an era saturated with advertising, campaigns that acknowledge and celebrate individuality are likely to garner greater attention and favor. 1664’s strategy of highlighting subjective preferences, rather than dictating a singular ideal, positions the brand as open-minded and sophisticated.
The campaign’s reliance on a central, unifying element – the 1664 beer – amidst a backdrop of diverse tastes, suggests a brand that can be a point of common ground, even when individual preferences diverge. This subtle yet powerful message can resonate with consumers who value both personal expression and shared experiences.
The choice of Robert Pattinson as global ambassador is also noteworthy. His diverse acting roles and personal brand have cultivated an image of artistry and depth, aligning well with the campaign’s exploration of nuanced tastes. By positioning him as a facilitator of differing viewpoints rather than a singular arbiter of taste, 1664 leverages his star power without succumbing to the pitfalls of a purely celebrity-driven endorsement.
The integrated approach across multiple media channels ensures that the campaign will reach a broad audience, fostering conversation and engagement. The emphasis on a "practical production" and detailed set design also speaks to a growing trend in advertising towards creating content that offers substance and artistry, moving beyond superficial messaging.
Ultimately, "A Question of Good Taste" is more than just a beer advertisement; it’s a commentary on contemporary culture and a strategic effort by 1664 to establish a lasting and adaptable brand platform. By embracing the inherent subjectivity of taste, the campaign aims to connect with consumers on a personal level, positioning 1664 as a brand that understands and celebrates the diverse world of individual preferences. The long-term implications suggest a brand that is poised for sustained relevance by focusing on a universal human experience – the pursuit and expression of good taste.
