Pilsner Urquell – perfectly small Pilsner
Client
Capabilities
Date
02/10/2024
Magnificent in taste, iconic in status, perfect in its small size. Big enough for some self-mockery. Our first work for Pilsner Urquell local markets champions the small bottle, reaching out to a growing group of occassional beer drinkers who seek a stylish experience and a great-tasting beer – even if chugging a large one in five minutes is not your style.
The new communication reflects the changing market and the needs of a new generation of consumers. With the aim of reaching the segment of occasional beer drinkers, the Pilsner Urquell brand put focus on 0.33-liter returnable bottles, combining emphasis on quality and tradition with light humor.
We have returned to the classic beer codes and to what people love about Pilsner, and approached it with a lightness and exaggeration that only a brand like Pilsner Urquell can afford. Jakub Cabejšek, Creative Director
