| Title | BAŽANT 73 |
| Brand | HEINEKEN SLOVAKIA |
| Product/Service | ZLATÝ BAŽANT 73 |
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Entrant
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WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
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Idea Creation
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WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
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Credits
| Stefan Andrejco |
Wiktor Leo Burnett |
Creative Director |
| Martin Keder |
Wiktor Leo Burnett |
Copywriter |
| Stefan Andrejco |
Wiktor Leo Burnett |
Art Director |
| Peter Kacenka |
Wiktor Leo Burnett |
Executive Creative Director |
| Martin Motacek |
Wiktor Leo Burnett |
Copywriter |
The Campaign
Zlaty Bazant 73 is a beer brewed according the the brands oldest recipe from 1973. The new beer recieved a campaign just like in the 70’s.
Creative Execution
Zlaty Bazant 73 in an original bottle and a label from 1973 recieved a campaign which looked like it’s been brought back from the 70‘s. To be as authentic as possible we used a media-mix including formats that people remember from back then – we kicked off the campign with a „retro“ weather forecast during prime time in the most watched TV station in Slovakia. Instead of billboards we used store window displays in a communist era shopping mall. For a serie of 3 TV films we invited a legendary DOP Dodo Simoncic who shot the most acclaimed movies in the 70’s. 3 legendary graphic designers who were at their professional peak in the 70’s created posters for the new beer under one condition – they were only able to use graphic techniques that were used 40 years ago (maximum handwork and minimum of computer assistence).
In 2 weeks Zlaty Bazant 73 was sold out everyhwere (on trade + off trade) and gained 7% market share in just 2 months since the launch. The rhetoric on social media changed to positive and the brand Zlaty Bazant was once again percieved as the producer of the best beer in Slovakia.
The campaign helped the biggest producer of beer in Slovakia to once again maintain it’s lost position of the „best beer in Slovakia“. It communicated quality and craft of the new beer Zlaty Bazant 73 in an unsual but relevant way.
Nowadays, consumers prefer beer from small independent breweries instead of the so called euro-beers. Zlaty Bazant, the largest beer producer in Slovakia took a step back and launched a „beer from the old era“ brewed according to the brands first original recipe from 1973 and made out of the finest ingredients using a prolonged 6 week brewing process.