Printer Friendly

Pilsner Urquell ads continue "revolution." (new advertisement spotlights social and political changes in the Soviet Union)

Pilsner Urquell ads continue "revolution"

Keeping pace with the revolutionary social and political changes in the Soviet Union, Pilsner Urquell is breaking a timely advertising campaign, titled "Da! Once You Have a Taste of Freedom You'll Never Go Back."

The brand's "revolutionary" theme, which is a recurring motif in the brand's marketing, has particular importance in light of the failed Soviet coup attempt.

The new creative execution is the third in an ongoing series of ads which recognize significant historical events with particular meaning to the brand.

"Pilsner Urquell is enjoyed by men and women who are culturally and politically aware and keenly in tune with current events of global importance," said Steve Hauser, group marketing director, Guinness Import Co. "The Russian liberation provides us with an appropriate backdrop and timely opportunity to communicate Pilsner's message of freedom.

"Our message is simple," Hauser continued, "once you taste freedom, whether it's political freedom in the case of the Soviet Union, or the freedom from the bland, ordinary domestic beers here in the U.S., you'll never go back."

PHOTO : THE REVOLUTION CONTINUES--Pilsner Urquell has continued its politically- and socially-conscious advertising campaign theme with a third installment. Referring to the recent failed coup attempt in the Soviet Union, the text salutes the people of that country as well as the beer itself.
COPYRIGHT 1991 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Modern Brewery Age
Date:Sep 30, 1991
Previous Article:Coors announces joint venture.
Next Article:Bass Ale builds on "What is Art?" consumer promo.

Related Articles
Pilsner Urquell bucks trend with increase.
Pilsner Urquell's major campaign a "Bohemian" fling.
After the revolution, Czechoslovakia works hard to enter western markets.
Fall events hosted by Pilsner Urquell.
Guinness renews Pilsner Urquell pact.
Pilsner Urquell sports new, bigger packaging.
Czech brewery forms Pilsner Urquell U.S.A.
Interview with Pilsner Urquell managers Jiri Rais and David Kelly.
Imports on a roll.
Tempting summer sips.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters