1664
A twist on tradition.
Summary
After eight years in Asia, 1664’s awareness remained low. To make a mark with its identity, and to become more than a beer, the brand needed a place in culture. Guided by its ‘Good Taste with a Twist’ platform, and the belief that true elegance defies expectation, 1664 entered the region’s most meaningful moment of the year through a bold artistic collaboration. Partnering with Camille Walala, the brand reimagined festive traditions as joyful, contemporary, abstract artworks; creating a celebration that tripled customer orders and garnered 350 pieces of press coverage.
350 x
pieces of press coverage
£3 m
earned pr value
3 x
customer orders in Vietnam
Problem
Becoming more than a beer.
After eight years in Asian markets 1664 was present but not yet prominent. With brand awareness still sitting below 30%, it was time that changed. We had to build a bolder and broader cultural relevance for the brand across the region. And we did it by partnering with a carefully considered artist during Asia’s celebratory season. The end of the year would be the start of something big.
True elegance defies expectation.
Consumer truth
During moments of celebration, people want more than a drink – they want a symbol of good taste that feels special, social and slightly unexpected. Familiar rituals matter, but it’s the thoughtful twist that makes an occasion feel elevated and worth sharing.
It was a joy working with Walala and seeing the collaboration with 1664 unfold into a vibrant celebration of the Asian festive season. Lun Yau, Senior Designer
Brand truth
Good Taste with a Twist.
The French live by the belief that the simplest things in life are often the most elegant. Evenings full of lightness and laughter, delicious food and drink and the people who matter to you most. But refinement should never be predictable. Which is why 1664 Blanc adds a delightful citrus twist to its smooth and elegant wheat beer. The brand stands for quality done with confidence, further elevated with a splash of sophistication and surprise. It’s this playful platform that allows 1664 to move fluidly between beer, fashion and art. And to show up not just as a drink, but as a distinctive point of view.
Strategy
The perfect partner.
We filtered over thirty potential partners, shortlisted a final four and tested their relevancy with 2,800 consumers, on seven metrics across five Asian markets. Camille Walala was the clear winner, and we soon struck up a playfully Parisian partnership. The brand and the artist both share a French heritage, a curiosity for creativity, craft and colour, a love of stylish simplicity and a passion for taking joy seriously. Now that’s a partnership worth celebrating.
Celebration With a Twist.
Concept
Fireworks explode across the night sky. Lanterns glow and the scent of festive food fills the air. It’s the season of celebration. A time for togetherness. A time for communities, friends and families to unite across Asia. And a time to reimagine these festive traditions with a playfully elegant and globally relevant twist.
Craft
A collage around the ‘cocarde’.
Working with artist Camille Walala we put a twist on Asian festive traditions, pairing contemporary and abstract symbols with joyful, geometric patterns. Walala took inspiration from her French roots and deep love of Paris, from memories of festive family gatherings and from the seasonal son et lumière shows of her youth.
Something to celebrate.
Results
1664’s limited edition packs, in collaboration with Camille Walala, surpassed the brand’s Q4 trial and sales targets in Vietnam with customers tripling their orders. Furthermore the project garnered 350 pieces of press coverage across Hong Kong, Malaysia, Singapore, Vietnam and China amounting to around £3m in earned PR value.
