Taste the Original
The Challenge
Pilsner Urquell has an unrivalled story and heritage, but research revealed that consumers were rejecting the brand due to its ‘challenging’ taste. To stay relevant in a market dominated by niche craft beers, a great story was not enough, we needed to create a purpose.
The Insight
We needed to change the view from seeing the unique taste as the challenge to positioning it as their greatest strength.
After all, the beer that inspired 90% of the beer in the world should know a thing or two about taste…
Taste became the guiding principle at the heart of every brand engagement, enriched by a proud passion for craft and craftsmanship.
The Action
Our taste curve provided a way to walk drinkers through the taste journey. The experience-led activations ensured every engagement delivered a crafted managed encounter, tapster programs ensured quality measures were in place across the board, tank beer outlets provided a unique experience of brewery-fresh beer, and brewers and makers sessions expressed our passion for craftsmanship through partners ranging from artisanal meats to dim sum.
The Results
The campaign was a success. Pilsner Urquell saw a 32% year-on-year increase in sales volume, with a return on sales (ROS) of 31%.
The brand also saw an 89% increase in engagement with consideration stage social media content.