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Kronenbourg teams up with Absolute Radio

Published:  26 May, 2011
By Graham Holter

Kronenbourg 1664 has signed a deal with Absolute Radio which will see the brand sponsoring comedian Dave Gorman’s Sunday morning show from June 5.

Bruce Reinders, brands director for premium lagers at Heineken UK, said: “The Dave Gorman show enjoys an extremely strong following among Kronenbourg 1664’s core target market of 35 to 44-year -old men.

“The deal includes exclusive branded content within the weekly show and a brand presence on Dave Gorman’s Absolute Radio online pages which will be used to reflect the ‘sit and savour’ brand message and strengthen  Kronenbourg 1664’s association with Sunday leisure.”

The Heineken UK brand’s most recent advertising has carried the theme “slow the pace”.

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