The entire Slovak beer market is falling, people are turned to Czech beer brands and the Zlatý Bažant had a big problem perceiving its quality. The challenge was to reverse the negative sales trajectory and restore consumer confidence in the brand.
In the bold change of beer recipe, we allowed ourselves to kick into our own brand.
The entire Slovak beer market is falling, people are turned to Czech beer brands and the Zlatý Bažant had a big problem perceiving its quality. The challenge was to reverse the negative sales trajectory and restore consumer confidence in the brand.
Zlatý Bažant came with The most significant change in the recipe in the entire 50-year history of the brand. The history of the brand is a big moment. After years, a new significant change in the recipe.
Intelligent humor communicates the essence of the new beer recipe with emphasis on the Slovak origin of the popular lager. The hero of the campaign is the new Zlatý Bažant 12% Slovak Lager, which it is no longer what it used to be, because it is better, more bitter and Slovak.
Zlatý Bažant came after years with a new significant change in the recipe. So we needed a strong but, understandable communication that would not only interest people, but also invite them to taste the new Bažant.
We chose the concept of the voice of the people and their immediate reaction after drinking. It wants a really strong and confident brand to say that “It´s not what it used to be.”
Already pre-tests told us that our customers really appreciated it. Execution was key, because such a straightforward spot can slip into boredom.
This definitely did not happen, and the great expectations from the spot the director with the entire production still exceeded.
thisis@locco.sk
Teslova 26
82102 Bratislava
Slovakia