Singularly Authentic
Bohém, the new premium lager from Krusovice, required a truly unique & authentic Bohemian approach to television advertising.
Krušovice Bohém: The True Face of a Bohemian
SOLUTIONS
Meet the Polivkas
We first decided to use an unconventional media strategy and prepare two spots. In the first part, Vladimír Polívka poetically describes the product's functional benefits. At the end of it, we see Vladimír's father, Bolek Polívka, who prepares the viewer for the following spot, in which he enjoys life as a true Bohemian from beginning to end and tries to pass this art on to his son Vladimír.
OUTCOMES
Kantar Scores Rule!
According to Kantar, a review for a successful campaign is 65 points; Bohem scored 93, setting a new benchmark. Bohem got the highest score for marketing and packaging. This resulted in Bohem being the most successful new beer in category and reaching the most significant market share of newly launched beers. All that led to a 12% increase in Krusovice brand power.
This project wouldn't be possible without the help of these essential guys:
Petr Kroupa, Head of Comms, FLO BX
Marek Pařízek, Design Lead
Václav Krejčí, Creative Lead
Pavel Flégl, Head of FLO BX
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