You’ll find Kozel on the shelves of lots of stores in Finland, which is great. When Kozel came to us, the problem was that most of those bottles were collecting dust. Sadly, the golden era of Czech beers was over and all those dusty bottles of Kozel were being passed over in favor of IPAs, APAs and boutique brewery beers. The bottles might have been cold, but the Kozel brand just wasn’t cool, especially among young consumers, who generally thought of it as the beer their dads’ drank.
We turned this perception problem into a solution. Think about it – fatherhood and becoming a new father is something that a lot of the young guys in our main target group can totally relate to. Armed with this insight, we came up with a concept that played on how cool it is to be a dad, which then made it easy for Kozel to tap (pun intended) into their emotions.
The concept centered on this thought:
”The beer your dad drank, and you turned out just fine.”
The campaign’s main element was a set of videos that lived on social media channels and directed our young dads (and their dads, moms, DINKs and SINKs) to stores.
Here in Finland new moms get a government-sponsored “Baby Box” full of everything they need for the new baby. We thought it was high time that dads got one, too, which is why the star of our POS concept was the Kozel “Dad Pack”.
Since our campaign launched, Kozel has helped countless dads perfect their dad bods. We’ll drink to that!