Every month, a new beer. New story, new name, new visual identity, new campaign.
The Brief
We have been with Volba Sládků from day one, and it’s a project close to our hearts. For 10 years, we shaped the identity of Pilsner Urquell’s beer specials, giving every one a clear character and a reason to be noticed in pubs.
SmartSolution™
The challenge was not only creative, but also operational. Every month we worked on four beers at once: briefing one, designing the second, preparing comms for the third, and launching the fourth.
Month after month, we kept the program fresh with new stories. A clear creative direction ensured Volba Sládků remained consistent and unmistakable.
The Result
Over the past 10 years, the Czech beer market has changed and Czech consumers have developed. Today it’s no surprise to see an IPA on tap. But we still remember looking for a visual language that would introduce it for the first time.
We Took It Further
Volba Sládků introduced new, unknown beer styles such as porter, altbier or Belgian blond. Using smart metaphors and catchy stories, we convinced traditionally conservative Czech beer drinkers to try something new.
100+
beer identities created
16
beer styles introduced in the Czech market for the first time
10
thousand hectolitres of Volba Sládků consumed annually
Volba Sládků showed to Czechs that beer is much more than just a lager. With their mindset and commitment, Addict has repeatedly proven that they’re not just another agency. Operating like a startup within a corporation, they built a creative and production unit that significantly contributed to today’s popularity of specialty beers.
Tomáš Drahoňovský
Commercial Innovations Manager
