Velkopopovitsky Kozel


A project supporting the launch
of dark beer SKU.

We’ve developed the prints
for Velkopopovicky Kozel, made the samples
of dark and light beers and hand-placed these samples into 100 numbers of Maxim magazine. Next we’ve sent these special magazines to some of Russian top bloggers. And bloggers wrote about this unusual sampling of their own will – and totally free.

This way we’ve created word of mouth about the new Kozel beer. People were looking
for magazines with beer samples. But more important – they learned about the new
Kozel product launch.

The results:

60 pages of search results in Google
and Yandex.
A reach index in social networks made
it to 4 800 000.
PR reach in online mass media made
it to 9 600 000 (let alone a prime-time discussion on the leading Russian radio “Maximum”).