Pilsner considers first UK TV ad push

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here