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Pilsner Urquell's major campaign a "Bohemian" fling.

Pilsner Urquell's major campaign a "Bohemian" fling

Invoking the spirit of liberty and freedom enveloping Eastern Europe, Pilsner Urquell is starting its own "revolution" in the brewing industry with its first major advertising campaign.

The print ad's creative concept is a departure for the beer industry according to the product's importer, the Guinness Import Co. An original painting by Czechoslovakian-American artist, John Letostak, depicts a wall with a crack through which a tiny, green sprout has pushed. The headline, "Bohemian Uprising - It's Been Brewing Since 1292" subtlely and eloquently describes both the beer and spirit of the nation where it is produced (Pilsner Urquell is brewed in the Bohemian region of Czechoslovakia).

The full-page, color ad was developed by Connecticut-based Charnas Advertising, which conducted a nationwide search for a first-generation Czech artist who could capture the theme in a modern design.

"Pilsner Urquell was one of the few exports coming out of Czechoslovakia during the Cold War years, albeit in very limited quantities," explained Steve Hauser, Pilsner Urquell's group marketing manager, Guinness Import Co. "Through this ad, we want to celebrate the country's new-found freedom, as well as the lifting of the trade restrictions that will enable more Americans to discover the beer cited by experts as among the world's finest."

Comensurate with the ad's unusual theme, media buys have been made in avant garde publications ranging from Interview and Details magazines to newspapers like The Village Voice and San Francisco Bay Guardian.

"We believe this ad will attract attention of discerning individuals who are willing to pay a premium for a unique beer like Pilsner Urquell, a product that delivers unparelleled taste," Hauser said.

PHOTO : THE SPIRIT OF LIBERTY has been envoked in the first-ever major advertising campaign for Czechoslovakia's Pilsner Urquell, which is now imported by Guiness Import Co.
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Title Annotation:Czechoslovakian brewer announces first advertising campaign
Publication:Modern Brewery Age
Date:Jul 30, 1990
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