Krušovice: Cheering Cans & Cheering Fans!

Krušovice, a renowned Czech beer brand, boasts a rich history. This year, they wanted to create a limited edition design for their ten and twelve-can packaging, leveraging the excitement of major sports organisations and events like the IIHF, UEFA, and the Olympics.

TASK & CHALLENGE

Standing Out in a Crowded Market

The goal was to design standout packaging for Krušovice amid significant and major sports events in 2024. Despite the competitors’ official partnerships, Krušovice sought a creative edge. They faced restrictions on specific topics but saw opportunities for unexpected creativity, minimal rejection risk, and differentiation.

SOLUTION

Strategic Innovation

We avoided predictable sports-themed designs and designed the packaging with a broader campaign with huge potential to engage customers. By tapping into fans' enthusiasm and celebratory chants—a familiar yet underutilised element in sports—we aimed to make fans’ celebratory chants the central theme, supporting and amplifying the voices of fans across the Czech Republic.

"Our brief was very ambitious and came with high expectations, which were fully met. We wanted not only to stand out but also to enhance the perceived quality of the product. Therefore, we opted for a bold approach by Czech standards, focusing on functional and emotional benefits."

Jiří Coufal, Group Brand Manager for Krušovice, part of the Heineken portfolio

EXECUTION & OUTCOMES

Innovative Can Design

We designed our cheering cans featuring the famous Czech celebration cry, "Hop, hop, hop!" Each can showcase a different fan shout, and QR codes allow customers to hear the chants. This unique and interactive design helped Krušovice stand out in a saturated market.

Fans actively participated by scanning QR codes and sharing chants, creating a strong brand connection. Krušovice positioned itself as a supporter of Czech sports fans, reinforcing national pride and enthusiasm. This fan-centric campaign boosted Krušovice's visibility and appeal during all major 2024 sports events.

"We are pleased that thanks to the cooperative approach and determination of the entire Krušovice marketing team, we had the freedom to take a creative approach in developing the integrated communication campaign, which was also completed in record time."

Petr Kroupa, Head of Comms, FLO BX