The challenge
Radegast was closely tied to the Moravian-Silesian region. Beyond the statue of the pagan god – a tourist symbol of the Beskydy Mountains – it had little to make it stand out, and from a marketing perspective, no real concept behind it.
- How do you lift a regional beer out of the Czech periphery?
- How do you turn Radegast into a premium brand with international ambitions?
- How do you stand out in a market crowded with brands from both major and craft breweries?
The solution
The answer was long-term, consistent brand-building and
a clear set of brand assets. That strong brand platform gave us room for equally strong creative work across multiple channels. And once the brand was solid, launching new products became much easier too.
- We found the brand’s theme in overcoming obstacles.
- We’ve stayed true to the theme, the slogan and the clearly defined brand assets for years.
- Thanks to a strong brand and strong communication, Radegast is now the number two beer brand in Czechia, right behind Pilsner.
