WE CRAFTED A CONTENT-RICH LAUNCH FOR THE WORLD’S ORIGINAL PILSNER
Pilsner Urquell has been brewed for 173 years in the Czech Republic and celebrates the spirit of craftsmanship in each of its international markets. For its launch into New Zealand, we needed a way to share that culture of authenticity and keeping true to the craft, quality and passion behind the beer.
First, we identified four leading New Zealand craftsmen - a butcher, a chef, a bread maker and a knife maker - with engaging stories we could share. Then we found a second tier of additional credible craftsmen who we could collaborate with to develop a rich content campaign shareable across traditional and digital channels.
The successful campaign, stretching from social media to on-premise activation and a pop-up container bar for events, firmly established Pilsner Urquell as a credible, authentic brand within the craft community and in the competitive New Zealand beer market.
Pead PR has executed the plans in a manner that has exceeded our expectations. Their attention to detail, understanding of our brands and their positioning along with the willingness to go the extra mile and take ownership of the strategy has ensured that the high standards we set out for our brands has been delivered, with some fun on the way.
Country Manager, SAB Miller