Quasi-French lager beer brand Kronenbourg, re-engineered in the UK by Scottish Courage, needs “new creative thinking” according to SC marketing director Tony McGrath.
Exit disconsolate London incumbent Rainey Kelly Campbell Roalfe/Y&R, whose recent campaigns with a strong French accent failed to quench Kronenbourg’s thirst to oust rival Brit-brewed ooh-la-lager Stella Artois from its number one slot in the UK premium light beer market.
Scottish Courage, the nation’s largest brewer, has invited three shops to pitch for the vacant account: M&C Saatchi (which also handles SC brand Foster's), TBWA/London (John Smith's bitter) and Fallon London – a seemingly odd choice in that it services the competing Budweiser business. RKCR has not been invited to repitch.
News source: MediaGuardian.co.uk