Czechs’ favourite beer relaunched

The Kozel beer appeared on the Polish market a few years ago, immediately gaining popularity among beer lovers. Besides Kozel’s unique taste, they also appreciated its brand communications based on Czech sense of humour and the characteristic goat icon. March 12 marked the premiere of the latest TV spot constituting one of the elements of this year’s campaign conducted under the slogan “Czechs’ favourite beer”.

Kozel is the indisputable number one in the Czech Republic, the most frequently chosen beer on the local market, which is a great achievement since our southern neighbours are considered demanding connoisseurs and beer experts. Much credit for that goes to the recipe coming from the village of Velké Popovice. The beer boasts about over 140 years of tradition and it has also been available in Poland for a few years now. Within the new campaign, Kozel’s visual identification was clearly refreshed. The characteristic symbol from the brand’s logo – which has a live counterpart in the form of a friendly goat named Oldy – became simpler and more graphic. The change will encompass bulk packages and gradually expand to POS materials and outlet equipment.

– Kozel, the most popular beer brand in the Czech Republic, has been gaining fans also on our market for a few years now. The “Czechs’ favourite beer” campaign is both a tribute to those who have already trusted the brand and a way to reach those who are still looking for their favourite beer. The new visual identification attracts attention, has a modern feel and an interesting drawing style – says Ewa Romaniuk, Kozel Brand Manager.

Brewed according to original Czech recipes, Kozel has been a part of Kompania Piwowarska’s portfolio since 2014 and is offered in two variants:

1. • Kozel Ležák (4.6% ABV) – traditional lager with full flavour and hoppy bitterness, combining the right level of extract, aroma and saturation,
2. • Kozel Černý (3.8% ABV) – created by blending different types of dark malts, giving it a ruby colour and caramel flavour notes. In 2017, Kozel Černý received a gold medal in the “dark lager” category at the Good Beer Poland competition.

Kozel’s campaign will last from March until September and will include a TV spot, digital and social media activities as well as an outdoor campaign. The spot was prepared by the McCann-Erickson Prague agency and adapted to the Polish market by GPD. Media planning and purchase is executed by the Zenith media house, PR activities are conducted by Tailor Made PR and OOH services are provided by Advalue.