Re-establishing cultural relevance
Content & Social, Influencer
Developing a new craft positioning to re-establish Pilsner Urquell as the original golden lager.
Pilsner Urquell is the grand-daddy of craft beer but for years struggled to make itself relevant. Sales were floundering despite an upsurge of interest in the category. Good Relations believed this sleeping giant hadn’t told its story. We reconnected its authentic heritage with the current craft beer revolution.
We created a realtime storytelling programme using our innovative brand journalism model to create a constant flow of engaging news and conversation. This was a revolutionary approach to maximise the authenticity and expertise of Pilsner Urquell, gathering stories from the brewery to the pub.
An award winning campaign which grew global sales by 25%
At the heart of our team was a multi-award-winning beer writer developing content in real-time, reporting back from the vibrant international craft beer scene. We embedded a second brand journalist within the brewery in the Czech Republic to unearth stories and develop them for a global hub.
We created a complete brand world which truly integrated paid, owned and earned media. We exploited our brand journalists’ stories and other content through our website and social media channels, as well as through our influencer activation programme.
Our work included paid social, managing markets around the world, staging events and running internal communications programmes.
The result? As well as re-establishing Pilsner Urquell as the category benchmark we grew global sales by 25%. It also won us a Content Marketing Award for best content strategy.
This was a
Content & Social & Influencer marketing
Project for Pilsner Urquell