Try the Two from Czechia

Challenge

What can we do if consumers are already aware of the Kozel brand but still don’t reach for it? Our challenge was to encourage and persuade them to try the product.

Execution

“Try Two from Czech and Win.” This simple yet clever creative idea became both the main slogan of the campaign and the activation message, showcased across every format and touchpoint: TVC, Digital, Social Media, and Display. The TVC campaign served a dual role — building brand image and driving sales — while the rest of the creative assets delivered a stronger call to action: try the product and take part in the activation.

Summary

Within a single 360 campaign idea, we managed to address and respond to multiple observations and objectives set before us. With great sensitivity, we tapped into our national quirks and tastes, presenting the brand in a humorous way on the image level, while simultaneously supporting the product on the sales level.