With a bold change to the beer's recipe, we dared to poke fun at our own brand.
The entire Slovak beer market was declining, people were turning to Czech beer brands, and Zlatý Bažant had a major problem with the perception of its quality. The challenge was to reverse the negative sales trajectory and renew consumer trust in the brand.
Zlatý Bažant introduced the most significant recipe change in its entire 50-year history. This represented a huge moment for the entire brand and the start of a new era of operation in the market.
Using intelligent humor, we communicated the essence of the new beer recipe, emphasizing the Slovak origin of the popular lager. The hero of the campaign is the new Zlatý Bažant 12% Slovak Lager, which is no longer what it used to be—because it's better, more bitter, and more Slovak.
After many years, Zlatý Bažant came up with a new, significant recipe change. We therefore needed strong, yet clear, communication that would not only intrigue people but, crucially, invite them to taste the new Bažant.
We chose the concept of the voice of the people and their immediate reaction after taking a sip.
Even pre-tests told us that our customers truly appreciated it. The execution was key, as such a straightforward commercial could easily become boring.
That certainly didn't happen, and the director and the entire production crew even exceeded the high expectations for the commercial.
thisis@locco.sk
Teslova 26
82102 Bratislava
Slovakia