SABMiller is considering the launch of the first UK TV ad for its Pilsner Urquell brand as part of its wider global repositioning plans.
The brewer is currently testing TV and press advertisements with UK consumers. The ads aim to highlight the heritage and quality of Pilsner Urquell, which is thought to be the world’s first pilsner lager.
The TV ad, created by The Bank, focuses on the heritage and some of the legend behind thebrand that was first brewed in Pilsen, in what is now known as the Czech Republic, in 1842.
Vinod Giri, iInternational brand director for Pilsner Urquell, says the campaign focusses on the “mystique” of Pilsner and aims to tell more of the brand’s story.
The spot shows a man walking through Pilsen, which according to legend is protected by the angel that appears on the city’s coat of arms.
What initially appears to be snow falling turns out to be feathers, possibly from the angel’s wings.
The ad concludes with the line “Pilsner Urquell, the pure pilsner from Pilsen. Kissed by an angel”.
The campaign has already run in Hungary and Italy with plans for a rollout around the rest of the world.
An outdoor campaign for Pilsner ran last year in the UK, while SABMiller launched golf-themed activity to support its sponsorship of The Open Championship earlier this year.
The company signed a five-year deal in January to become the tournament’s official beer.