Forcing Consumers to See Differently

Czech Beer Turns Around Brand Image

Published on .

Brand: Staropramen
Brand Owner: InBev
Category: Drinks (alcoholic)
Region: Czech Republic
Date: March 2006
Media Agency: Starcom
Other Agency: Masina

Brand perception is a curious thing. In some markets a brand can be upmarket and in others it can be perceived as out of touch.

InBev's Czech beer brand Staropramen faced exactly this challenge. It did very well abroad, picked up lots of awards but was perceived as old-fashioned and low quality in its home market.
Editorial elements of the daily newspapers were flipped 90 degrees so that the vertical page now had to be read horizontally. The same execution was also used online.
Editorial elements of the daily newspapers were flipped 90 degrees so that the vertical page now had to be read horizontally. The same execution was also used online.

In order to get the Czechs to reassess the brew, InBev relaunched Staropramen with a new bottle shape and a new logo and mounted an advertising campaign to highlight the changes.

The new label ran the name of the beer vertically and the media idea behind the campaign was that consumers needed to "change their point of view."

Thus, editorial elements of the daily newspapers were flipped 90 degrees so that the vertical page now had to be read horizontally. The same execution was also used online.

A TV spot showed people turning their head by 90 degrees and in a media first for the Czech Republic full-length door stickers were used on the entrance gates to supermarkets.

We see lots of examples of cover wraps on daily newspapers and color changes to tie into a particular brand but this example of media transformation is particularly standout because, as editorial folk, we can image the journalists' reaction to the idea.

Czechs have started the reappraisal with an increase in off-trade sales.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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