Extrication from the "Times New Roman" position of beer positioning

SOLUTION FOR ZLATÝ BAŽANT

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a strategic
meeting

The Slovak society, by tradition playing catch-up, has realised that at long last it has achieved things it can be proud of and can even drink to.

BACKGROUND:

Zlatý Bažant is the best Slovak beer brand which, however, had lost touch with the changing values, the social and ideological world of new generations of Slovak beer-lovers.

SOLUTION:

We extricated the brand from the “male bonding” trap. The archetypal approach allowed us to understand the current Slovak code: as a result of revolutionary economic, social and ideological changes, Slovak society, by tradition playing catch-up, has realised that at long last it has achieved things it can be proud of and can even drink to. In this case, the mind-share marketing would become a simple “extension” of the new life-style of new generations of Slovak beer-lovers and would not extend beyond the superficial, ahistorical and non-contextual admiration of the new face of contemporary Slovakia. The archetypal marketing, however, managed to identify the deep pulsating code: despite the fact that we have changed, we have not ceased to be Slovaks – quite the opposite, and so we are pleased to toast our achievements with the best Slovak beer.

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