Kuala Lumpur, Malaysia – Dynamic brewer Carlsberg Malaysia has announced the appointment of digital-first agency Lion & Lion to lead the social media accounts of its beer brand 1664 Blanc in the country.

Carlsberg Malaysia is part of the Carlsberg Group, which deems to be one of the leading global brewers with strong market positions across Western and Eastern Europe, as well as Asia. It is a brewer with businesses in Malaysia and Singapore, as well as an investment in Sri Lanka.

The partnership, which officially kicked off on 1 August 2021, will see Lion & Lion developing a comprehensive content strategy plan for the brand involving creative social experiences that relate to the brand’s global tagline of “Good Taste with a Twist.” The agency will also be focusing on elevating 1664 Blanc’s market penetration among its target audience by emphasizing the brand personality’s premium quality and trendy lifestyle.

Lion & Lion said that the campaigns will be entirely digital, spread out across the brand’s social platforms, namely Instagram and Facebook. It will also be complemented by tactical e-commerce marketing activities, consumer engagements, and collaborations with local influencers, to drive brand awareness and social media content.

Caroline Moreau, Carlsberg Malaysia’s marketing director, shared that they want to bring elegance and great taste to those wonderful social occasions of reveling in good company while enjoying 1664 Blanc beer. 

“With social media becoming a big part of everyone’s life especially since the pandemic started, we want to craft more relevant and sharpened content to reach out to our consumers and drive engagement,” said Moreau.

Meanwhile, Jeppe Carlsen, the managing director at Lion & Lion Malaysia, said that the strategy is to strengthen the brand by promoting its personality.

“The slogan “Good Taste with a Twist” offers ample opportunities to incorporate the beer’s French heritage into the local culture by emphasizing a trendy, upbeat lifestyle and creative visuals that challenge our expectations. It is not so much about selling a beer but allowing the drinkers to experience being part of a socially accessible yet stylishly chic community,” said Carlsen.