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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.
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Publication:Modern Brewery Age
Date:Sep 30, 1991
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