1664 Blanc “Oh-La-La”

A PR-first, multi-sensory campaign that turned 1664 Blanc into a cultural lifestyle statement.

1664 Blanc is a premium beer brand inspired by French elegance, refinement, and joie de vivre. In 2025, the objective was to strengthen the brand’s aspirational positioning among young urban audiences by moving beyond classic commercial communication and becoming part of contemporary cultural conversations.

The challenge was to transform an already well-known product into a relevant cultural platform, naturally associated with premium urban lifestyle. This required an integrated PR-led strategy, focused on creativity, earned media, and multisensory brand experiences.

Market analysis showed that the target audience (urban, 25–40, digitally connected, interested in fashion, gastronomy, and design) validates brands through three key filters: memorable and shareable experiences, endorsement from relevant KOLs and celebrities, and visibility in premium media. Based on these insights, the campaign was designed around a seamless integration of live experiences, digital content, and media presence.

The campaign’s central message — “Oh-La-La” — became a cultural and stylistic hook, expressing the brand’s surprising refinement and guiding all activations, from PR mailers and events to digital content and product placement.

PR was positioned as the core of a 360° approach, structured across four strategic stages.
The launch created a strong premium statement through an exclusive PR mailer and a multisensory dinner experience curated by a French chef, bringing together KOLs, celebrities, and journalists in a fully branded environment. This moment anchored 1664 Blanc firmly in the premium lifestyle universe and generated significant organic buzz.

Media visibility was amplified through synchronized press communication, ensuring message consistency across live experience, social media, and editorial coverage. The campaign then expanded through a carefully selected network of fashion, design, and food KOLs, who integrated the brand authentically into their own content styles.

A key innovation was the creation of “Choux 1664 Blanc”, a co-branded dessert developed with Love You Choux. More than a culinary product, it became a storytelling symbol of the brand’s French roots, generating organic content and strengthening emotional connection with urban communities. The collaboration was further extended through themed events and premium partnerships, keeping the conversation alive throughout the summer.

Instead of forced endorsements, the campaign focused on authenticity, allowing influencers, media, and communities to naturally adopt the “Oh-La-La” spirit.

Results:

The campaign exceeded awareness and engagement objectives, generating strong organic buzz and qualitative validation. Launch activities generated over 2 million reach, media coverage included 35 premium appearances, and KOL activations delivered 2.8M views with an engagement rate of 11.6%. 1664 Blanc was reinforced as a stylish, modern, and aspirational premium brand, embedded in urban culture.

Conclusion
“Oh-La-La” demonstrated how a premium beer brand can be strengthened through a coherent, creative, PR-led approach. By combining exclusive experiences, influencer engagement, unexpected gastronomic collaborations, and cultural partnerships, 1664 Blanc moved beyond traditional advertising and became a symbol of contemporary urban lifestyle.