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Brand Name: Radegast (No.2 Czech beer brand, No.1 in Moravian region) • Advertiser: Plzensky Prazdroj (Czech unit of SABMiller) • Category: Alcoholic beverages • Branche: Brewing
Initial situation: Leader, losing market share and relevance in its core region.
Campaign objectives: Build more emotional relevance into the brand, rooted in its region. Stabilise and reverse decline in sales and key brand image attributes.
Creative strategy: Moravian men have a tough life (compared with Prague yuppies!) and they are proud of their cheerful ruggedness. They also like their beer strong and bitter. We encapsulate this in our brand theme "life is bitter" and brand it with the ironic statement "thank god". (Radegast is a Moravian pagan god of fertility, fire and hospitality). Advertising dramatizes everyday challenges and mini-desasters, which create a thirst, and some good stories to tell in the pub over a beer.
Total markting expenditure: Confidential. This is a major brand, which is reflected in media investment (e.g. affording national TV even though regional distribution). The brand also invests in sponsorship (ice hockey), promotions and events, all coordinated to our brand platform.
Campaign results: Over four years sales hae stabilised and then grown, even with the highest price premium in the region. Image attributes are all much improved and the brand scores highly as "brand I like the best". |
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