It is hard to keep your birthday secret when the year you were founded is part of your name – and so Kronenbourg 1664 has gone all out in celebration.

Special edition packaging launches into the off-trade this month, celebrating the 350th anniversary of the original Kronenbourg brewery.

Redesigned packaging on cans and bottles shows a new colour split pack of silver and blue, with the message ‘Celebrating 350 years of brewing excellence’.

There will be print and online advertising, as well as a digital campaign including social media and two new short video ads that can be seen via video on-demand. The brand is also investing in in-store promotions and consumer events.

Retailers can benefit by getting behind the promotion, says Craig Clarkson, Heineken’s off-trade category and trade marketing director.

“The entire Kronenbourg 1664 range will have greater standout on-shelf to help educate consumers about the quality and heritage of this premium brand,” he said.