Ogilvy is Budweiser Budvar's new creative agency

Ogilvy will provide Budějovický Budvar with integrated marketing services, from the development of communication concepts and creative brand solutions to the implementation of non-traditional advertising formats. An important role in the communication will be played by the brand profiling in the context of the direct customer experience. The main goal of the cooperation is to make Budějovický Budvar better known to the Czech consumers and to change their perception of it from a traditional beer brand to a modern one that keeps up with the times and is able to satisfy the different tastes of beer consumers thanks to a growing product range and the regular addition of limited editions.

"Changing creative agencies is a leap into the unknown for us after so many years. However, the agency won us over in the selection process with the breadth of concepts and approaches they presented, as well as their ability to respond to our feedback. Because we're a local company and don't have to go to our parent company for approval, we're a very agile team and our projects evolve quickly. That's why we were looking for a partner where we could be sure that whatever we came up with, we could make it happen together," says Gabriela Kudrnáčová, CZ Marketing Manager Budweiser Budvar.

One of the first joint projects is the preparation of communication for one of the younger products in the portfolio - Budvar33 lager, which is known for its bold communication. This autumn, the brewery is planning to launch a limited edition of cans of this brand with a design created in cooperation with satirist Tomáš Břínek, a.k.a. TMBK. The bold creativity that will accompany the launch of the limited edition will be aimed primarily at the younger generation.

Budějovický Budvar's communication will not only focus on building the brand through its product portfolio, but also on strengthening its position as a national brewery. The cooperation will also focus on finding new ways of educating consumers, developing the Czech microbrewery scene and promoting honest gastronomy.