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Cliente
KOZEL
Settore
Food & Beverage
Servizi
Media Events, PR & Media Relations

Lancio sul mercato italiano di birra KOZEL

Kozel is the the world’s best-selling and most popular Czech beer with its 4.5 million HL globally and a presence in as many as 48 countries. Since 2021, it has also arrived in Italy, joining the portfolio of the premium products of Peroni Beer, with its two versions Lager and Dark, universally recognized for pleasant drinkability and unique taste, so much so that it has received more than 200 awards.

For the product launch a comprehensive communication campaign., “Olda’s Journey,” which placed at the center of the narrative a distinguished inhabitant of Velké Popovice, the village a few kilometers from Prague where Kozel was born: the goat Olda, who for more than 40 years has symbolized respect for the brewing tradition and community values.

Thanks to the collaboration of Frank Matano, his partner in crime, Olda was able to narrate the Kozel’s values on digital media and in a TV commercial, participated in the final of Italia’s Got Talent, until conquering the streets of Milan with aguerrilla marketing operation. The city then became the protagonist of an unprecedented operation: the installation of a giant wooden goat – more than 14 meters tall and 12 meters wide – depicting Olda, in Piazza Gae Aulenti. Inside has been recreated a special pub which hosted the digital show and the press show for the product’s debut in the Italian market.

Spencer & Lewis curated theentire PR & Media Relations strategy to support Kozel’s launch campaign, achieving important results: 240 issues including online and print publications, television reports and video news, with 20 interviews conducted, 70 journalists involved and 30 million users and readers reached.

The PR & Media Relations strategy to support “Olda’s Journey” has won several awards:

  • Kando Award (Asahi Award) in the “Best Earned Media” category for the most significant media coverage;
  • Best communication campaign in the category of “PR & Media Events” (third place) at “The PRize”, the award dedicated to Public Relations promoted by UNA – Companies of Communication United;
  • Best Communication Campaign in the category of “PR & Media Events” (first place) at the Touchpoint Engagement Awards 2022.