Kronenbourg 1664’s “Pause for a Blue Christmas” Party

Andy Kho, Patricia, Clarice and I headed over to Tom, Dick and Harry’s in Oasis Square, Ara Damansara on 22nd December 2017, for Kronenbourg 1664’s ‘Pause for a Blue Christmas’ party, marking the brand’s first Blue Christmas celebrations in Malaysia on a large scale. You might recall that I attended the launch (which you can read here – https://timchew.net/2017/12/11/kronenbourg-1664-launches-their-pause-for-a-blue-christmas-2017-campaign/) and this party was the grand finale of the campaign.

The celebrations allowed fans of the wheat beer (brewed by Carlsberg Malaysia) to enjoy the spirit of Christmas through the concept of a ‘Blue Christmas Town’, inspired by the enchanting and magical moments in Parisian streets during the year-end holidays, complete with a French Marchés de Noël (Christmas market). The party encouraged consumers to pause from their hectic life schedule and just enjoy the precious moments in conjunction to this festive season, in line with the brand’s ethos of having a good work/ life balance.

French Marchés de Noël are usually located in the main square or street of a town, and Kronenbourg 1664 Blanc created a little square illuminated in blue, complete with activities and a stage for the performances. There were five (5) different areas, namely Marchés de Noël, where carts were seen selling Christmas delights as well as arts and craft to buy as gifts; Boule à neige, where the giant roving snow globe was stationed, docking for the last time after a thorough visit around the Klang Valley throughout the campaign period and Boulevard de Photo, where a special freeze camera was placed for guests to capture their Blue Christmas moments in every angle.

The Le Kronenbourg Bar and Le Sapin de Noël area was popular and filled with guests enjoying an ice-cold bottle of Kronenbourg 1664 Blanc through the night, while being entertained by the jazz performers, Christmas dancers and an a capella group. Kronenbourg 1664’s Blue Santa and his elves were also on hand to treat guests to lucky dips, as well as to add to the merriment of the party!