Zlaty Bazant: Zlaty Bazant 73

Credits & Description:

Entrant Agency: Wiktor Leo Burnett
Client: Heineken Slovakia - Zlaty Bazant
Brand: Zlaty Bazant
Product/service: Zlaty Bazant 73
Advertising Agency: Wiktor Leo Burnett
Creative Director: Stefan Andrejco
Art Director: Stefan Andrejco
Copywriter: Martin Keder
Executive Creative Director: Peter Kacenka
Release Date: 14.05.2016
Synopsis:
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.
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.