French beer brand 1664 has launched a new global campaign and long-term brand platform, “Unquestionably Good Taste”, positioning the brand at the intersection of premium identity and the increasingly subjective nature of contemporary taste.
At a moment when opinions are louder and more polarised than ever, the campaign builds on a simple but culturally relevant tension. While most people are convinced they have good taste, there is little shared agreement on what that actually means. Instead of trying to define it, 1664 leans into that ambiguity, reframing taste as a space for personal expression rather than consensus.
The platform is introduced through a cinematic short film set in Paris, the symbolic core of the brand’s French identity. Starring Robert Pattinson and directed by Brady Corbet for Magna Studios, the film places the actor in three contrasting roles, a minimalist, an avant-garde artist and an eccentric dandy. Each character is fully convinced they represent the pinnacle of good taste, with the narrative building tension through their conflicting perspectives before resolving in a unifying brand statement.
The choice of Corbet, known for visually distinctive and character-driven storytelling, signals a deliberate move towards more authored, filmic brand communication. Rather than relying on traditional product-led messaging, the campaign constructs a narrative world where the idea of taste is explored through culture, identity and contradiction.
Research plays a central role in grounding the platform. The global study “A Question of Good Taste”, conducted across multiple markets in Asia, Europe and North America, highlights a clear paradox. While 83 percent of respondents believe they personally have good taste, only 31 percent agree on what that taste actually is. This gap becomes the strategic foundation of the campaign, positioning disagreement not as a problem but as a driver of cultural conversation.
From a brand perspective, the campaign reinforces 1664’s long-standing positioning as a distinctive player within the premium beer category. By framing taste as subjective and expressive, the brand moves away from fixed definitions of quality and towards a more fluid, culturally embedded narrative that aligns with how audiences engage with identity today.
Developed by Fold7, the integrated campaign will roll out globally across TV, digital, social and out of home channels, with retail activations handled by Live & Breathe. Additional layers of the platform include a social-first ecosystem led by We Are Social, alongside supporting research and narrative development by Full Fat.
With “Unquestionably Good Taste”, 1664 is not attempting to resolve the debate around taste. Instead, it positions itself within it, using contradiction, personality and cultural nuance as tools to strengthen its premium perception and relevance in a fragmented, opinion-driven landscape.
