‘Everyone has their opinion’ says Robert Pattinson while promoting 1664
Hollywood actor Robert Pattinson, who was named as the face of 1664 beer last year, has spoken openly about how discussions over “taste” are subjective. db reports.
Pattinson, who featured in a short film as part of the brand’s new global push this month, was in London promoting the 1664 brand’s Unquestionably Good Taste campaign. During a panel discussion at the event Robert Pattinson said: “The most amazing thing about taste is that everyone has their own opinion, and you can go on ad infinitum. It is what keeps culture moving forward. It’s an endless tension which makes this so interesting.”
Championing good taste and self-expression
Speaking to the drinks business and describing the importance of subjective perspectives on beer and taste, Carlsberg global vice-president for premium brands Seva Nikolaev pointed out that the marketing for the beer “reflects 1664’s broader brand purpose: to champion good taste as a form of self-expression”.
The Paris-set short film that stars Pattinson has been directed by filmmaker Brady Corbet through Magna Studios – director of the Oscar-winning film The Brutalist. In essence, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older ‘dandy’. Each character is entirely convinced they embody the pinnacle of good taste.
Nikolaev told db that 1664 has also the benefit of standing out aesthetically among competitor beer brands within the industry and explained the benefits of residing in “a space where 1664 has always stood confidently apart”.
Giving an example of this, he explained how 1664 is “distinctive” and highlighted how it is “proudly blue in a sea of green”. As if to reflect the way the beer has been positioned to stand out, he outlined how, at parent company Carlsberg, “we embrace the clash of opinions that define it” and reiterated that “good taste is one of culture’s most debated ideas”.
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According to Nikolaev, the new campaign for the brand “celebrates those confident enough to own their perspective — and the debate that comes with it” and revealed to db that this is why the beer has been positioned in this way.
Pattinson noted how working with 1664 has been “refreshing” largely because there’s a “strong sense of style and humour in the work”. He admitted: “I was drawn to the idea of playing characters who are each completely convinced they’re right” and reiterated that “taste is such a personal thing – everyone thinks they’ve cracked it”.
Tastes are ‘ever-evolving’
The campaign is underpinned by the newly released white paper from the brand-owner with the research spanning Asia, Europe and North America and revealing that the findings from the paper highlight “a striking cultural tension” when it comes to taste. According to the data, the fact that “while 83% of people believe they personally have good taste, just 31% agree on what good taste actually means”. As such, Carlsberg has pointed out that the findings reinforce the campaign’s central idea – that taste is cultural and subjective.
Explaining a little more about what the company is setting out to achieve with 1664 and, indeed, the positioning of the lager across different markets and cultures, Carlsberg vice president for creative and experience Laurent Cayet said: “Our ambition with 1664 was to reimagine good taste as a living, ever-evolving world shaped by personal expression. Rather than define taste, we opened the brand to multiple interpretations, a creative universe where culture, perspective and individuality coexist.”
The campaign supporting 1664 will be running across TV, digital, social as well as out-of-homes and in stores, however the brand owner has not divulged full details of the marketing spend that supports its boosted presence.
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