Fold7, the entrepreneurial creative company, has created a new international campaign – ‘Good Taste with a Twist’ – to take to key markets across Asia, North America and Europe, including Russia. The socially led campaign will also run across Print and TV.

The campaign depicts life on ‘Rue 1664’, a world of French luxury and elegance, where playful twists and visual tricks surprise the viewer – a chaise lounge in the shape of the brand’s standout blue bottle and a perfume with a lemon atomiser – conveying the beer’s signature flavour with a hint of citrus. This aims to challenge consumers to consider the beer with a hint of lemon, as a premium experience for a premium lifestyle. Central to the campaign is a partnership with Facebook, with whom Fold7 worked closely with to create interactive and immersive assets. The film was directed by Martin Aamund at Papaya.

Steve Stringer, Carlsberg VP Craft & Speciality said: “We’re excited to share this next phase of work from the ‘Good Taste with a Twist’ platform, reinforcing the beer’s playfully elegant, aspirational lifestyle positioning. Digital assets are key engagement tools and Fold7 have delivered an impressive suite of them that will drive relevance across all the channels and moments with our consumers and customers, as well as in the more traditional touchpoints.”

Ryan Newey, Fold7 founder and chief creative officer added: “We’re really proud that we’ve created a brand platform that’s distinctive in the category and has an intrinsic link back to the product. What’s exciting about the campaign this year is that we’ve taken it even further by creating an entirely new world in which 1664 exists. This latest campaign encourages consumers to lean in and get more involved with the brand, with truly social first interactive content that emphasises the beer’s originality and enjoyment.”