Even in such a beer loving country such as ours, only legendary beer such as Pilsner Urquell can step beyond its own category. To prove that, we hijacked the most prestigious Czech film festival, stole the spot of the “fancy events official drink” from champagne and exchanged it for the proper pint of Pilsner Urquell beer (fancy dress included). Through this, the campaign significantly strengthened brand equity and perceived value of the brand.
Our claim “The best bubbles in Karlovy Vary” even became an overarching theme of the brands festival communication. Cheers to that!