Integrated Marketing Campaign
Consumer research revealed that Pilsner Urquell’s taste was polarising, with a majority rejecting the brand based on finding the taste ‘challenging’. Not only did this create a barrier with consumers, but it also led to customers and indeed Miller Brands to find the brand ‘difficult’ to support.
We decided to start from the beginning when we realised that the taste wasn’t a weakness at all; it was in fact the brand’s greatest asset. The task became how we would get our customers and consumers to believe this.
We partnered with a leading organoleptic taste psychologist to tell us not only what the beer tastes like but also how people experience it.
Armed with this new understanding, and with taste now as the core proposition, a communication strategy was developed to create a “managed encounter” between the brand and consumers; guiding them through their first taste experience.
We invited consumers to discover the brand on their own terms by providing stimulus which informs and interests them.
The Evening Standard media partnership
Tone is important for the target audience: Instead of talking to the target consumers about Pilsner Urquell, the communication framework was developed to show them what the brand is/does.
• The right media partner: A six month Evening Standard partnership (targeted London title, 341k weekly reach) combined both digital and press content-led advertorials; firstly establishing the concept of taste and then amplifying the taste-centred brand activations.
• This generated third party content that was informative, interesting and credible.
We encouraged and guided consumers through their first taste of Pilsner Urquell helping them to understand how it is unique and “surprisingly flavoursome”.
TASTE OF LONDON FESTIVAL
Reaching the right audience: Created a high impact brand experience at the UK’s leading food festival.
Authentic taste experience: Brew master Václav Berka hosted a pour your own bar guiding consumers through the Czech pours.
Amplify via media and the trade: The festival was an excellent trade and press hospitality opportunity.
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Driving Immersion Through Wooden Barrel Sampling
We connect with our newly informed consumers encouraging brand connection and loyalty through On Trade sampling evenings where we invited consumers to taste the original Pilsner. Un-filtered and un-pasteurised, freshly tapped from an authentic, hand-crafted wooden oak barrel.
This activity was extended into the Off Trade environment with: 2 flagship events at Canary Wharf showcased the brand in a retailer environment.
The barrel events provided an opportunity to create some theatre around Pilsner Urquell.
Borrowing from the success of tank beer in Czech and Slovakia, we launched Tank Beer into three pubs across London.
The White Horse in Parsons Green, Draft House on Seething Lane and Strongroom Bar & Kitchen in Shoreditch are now showcase outlets for Pilsner Urquell.
Continued marketing support ensures the delivery of premium drinking occasions in the On Trade.
Driving Influencer Advocacy With The Pilsner Brew Off
We created The Pilsner Brew off, a fully immersive campaign targeted at a select group of industry specialists from cellar masters to beer bloggers and influential journalists.
Across 2 days we invited our key opinion leaders to a completely bespoke, never before seen experience at The White Horse, Parsons Green.
Guests met Plzen-born brew master Václav Berka who revealed some of the secrets behind the brewing of Pilsner Urquell, before being given the chance to craft their own Pilsner.
Our leading taste expert Greg Tucker hosted a food and beer pairing lunch which showcased the versatility of Pilsner Urquell’s unique taste profile.
Each team’s crafted brew was taken away to be largered ahead of a judging event open to consumers. The winning brew was commercially brewed and sold at the European Beer Festival at The White Horse.
360,000 consumers reached.
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