VMLY&R has launched a new brand campaign and communication platform, "The Taste of Right Choices," for Pilsner Urquell. The campaign will run on the Czech and Slovak markets. The communication platform and its creative guise were created by the VMLY&R agency.
"With the new communication platform, we wanted to address our consumers with a topic that touches everyone and that we as a brand can clearly identify with our current presence. We took as our starting point situations in life in which people are faced with difficult decisions. Producing Pilsner beer according to the same recipe for 180 years is an example of such a decision and it makes Pilsner Urquell the brand it is today. That is why we want our long-term communication to inspire everyone around us to make better decisions," says Kristýna Tereková, Senior Brand Manager, Pilsner Urquell CZ/SK.
The campaign kicked off with a TV spot featuring a story about making the right, albeit difficult, decision.
"We were looking for a story in which the right decision would play the main role. One that would change lives. A situation where you can either let things go or step in and make a difference. In our story, it's the decision to take the less comfortable route, but to do something for a friend, to help them get back to their life in a difficult situation. It's not meant to get people teary-eyed, on the contrary – it's a spot about determination, friendship, and the fact that sometimes you need very little to do great things. It's always a challenge," says scriptwriter Helena Johnston, senior copywriter at VMLY&R.
The 30-second advert hit TV screens for the first time on Friday 17th March. It was produced by Bistro Films under the direction of Marek Partyš and filmed in Staré Splavy and Kladno. It will gradually be complemented by digital formats and social networks. The entire campaign will run until the end of April, with a follow-up launch planned for this autumn.