72Signal
Score
Score
M
Marketing Diveby Chris KellyApril 24, 2026Campaign Trail: 1664 taps multiple Robert Pattinsons to examine good taste
The campaign by 1664, formerly known as Kronenbourg 1664, utilizes multiple portrayals of Robert Pattinson to explore the concept of good taste, indicating a strategic shift towards engaging storytelling in brand marketing. This approach emphasizes the importance of creative narratives in enhancing brand identity and consumer connection.
◎ Emergingcampaignstrategy1664Kronenbourg 1664
Marketing Dive: The beer brand formerly known as Kronenbourg 1664 worked with agency Fold7 and director Brady Corbet to answer “A Question of Good Taste.”
Intelligence PanelSignal score: 72 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Medium
Impact score: 70/100 — moderate relevance to positioning decisions
Novelty
Moderate
Novelty: 65/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
The campaign represents a notable shift in brand marketing strategy by leveraging a high-profile celebrity in a creative way, making it significant for the industry while also providing actionable insights for brand strategy professionals.
70
Impact
weight 35%
65
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
11664KKronenbourg 1664
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