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Pilsner Urquell Bets on Czech Originality

12 April 2013

Praha, April 9, 2013 – Pilsner Urquell has started its new communication concept for its brand, labelled “Originality, the true treasure.” They commenced with the new TV spot, in which it remembers and celebrates Czech resourcefulness and originality. Pilsner Urquell is presenting itself as one of the unique Czech originals that inspired the world together with the legendary Tatra 87, and revolutionary nylon stockings. The spot is the first part of the campaign from the workshop of Ogilvy&Mather Agency for the Pilsner Urquell brand that continues in the visual style so typical for this brand.

Shortly after its initial airing, the spot was voted as the fifth best spot of the week by the prestigious marketing news service Adweek.

The campaign continues the style of the previous ones with the original storyline; this time it bets on Czech resourcefulness and originality. “It’s truly amazing how many Czech originals we as a nation should be proud of. Therefore we have decide to remind people of them,” Jan Šolta, senior brand manager of Pilsner Urquell brand said and adds: “And so the legendary car Tatra 87, revolutionary nylon stockings, and obviously Pilsner Urquell, the first golden beer with a 170 year-long tradition that inspired a whole line of beers that represent more than 70% of world’s beer production, all of those will appear in the spot.”

Roman Valent directed the spot under the production of Boogiefilms. The big success is the placement of the spot among the five best spots worldwide by the prestigious American marketing news media Adweek just shortly after its introduction on TV screens.

In big cities, the outdoor campaign, in an original style, extends the impact of the TV communication. Special three-dimensional “citylights” were made especially for the campaign. These are some kind of dimensional compositions made from Pilsner Urquell bottles and bottle caps. The real bottles and caps were used to make these nontraditional showcases organised into the shape of a bottle. The final silhouette is lit using the LED strips. These compositions will use light play with the traditional bottle green colour being the predominate one. The outdoor advertisements of the new Pilsner Urquell concept will start in 20 Czech cities during the month of April accompanied by nationwide press campaign. On-trade and off-trade channels will be obviously supported as well. The entire campaign is built in such a way as to attract current and potential fans and consumers of Pilsner Urquell brand, and to strengthen their understanding of the brand’s value.

More pictures at:

For more information contact:
Vladimír Jurina
Plzeňský Prazdroj
tel.: +420 724 617 886

Notes for editors:

- With its total sale of nearly 9.9 million hectolitres during the calendar year of 2012 (including licenced productions abroad) and with its export to more than 50 countries worldwide, Plzeňský Prazdroj Inc. is the preeminent beer producer in the region and the biggest exporter of the Czech beer.
- Plzeňský Prazdroj Inc. is a member of SABMiller plc. group. Pilsner Urquell is the international flagship brand of the SABMiller brand portfolio.
- SABMiller plc. is one of the world’s biggest beer brewing companies with beer brewing activities or distribution in more than 60 countries across six continents. SABMiller portfolio includes important international Brands such as Grolsch, Miller Genuine Draft (draught), Peroni Nastro Azzurro, and Pilsner Urquell, as well as almost 200 successful regional and national brands.


This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on 9th April 2013.

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