Description

To overcome the challenges of promoting Velkopopovický Kozel Non-Alcoholic, we devised the concept of the first beer resort in Russia (and the world) — “Pivnov Gradec.”

Given the risks and the brand’s scale, we offered no guarantees: communications were built around the intention to build the resort and gauging interest.

The campaign brought together a range of online and offline activities, united by a single news hook — the intention to build a beer resort.

The idea proved in demand: by day three we had recouped the entire project budget, earning thousands of free publications in the media and on social networks. This let us invest the budget in immersing the audience in the product rather than in media placements.

Results:
Communications: 280M OTS in earned media + 41M total social reach (34M paid + 7M earned). PR Value — RUB 31M.
Marketing: brand attributes — “easy to drink” +2 pp / “has a rich taste” +1 pp.
Business: sales of Velkopopovický Kozel Non-Alcoholic grew by 4.8% in volume.

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Project period: 30.09.24 — 8.11.24

Credits

Evgeniya Litvinova — Director of Communications and Sustainability, Velkopopovický Kozel
Yuliya Puptseva — Head of Brand Group, Velkopopovický Kozel
Nadezhda Shirokikh — Director of Strategy and Innovation, Velkopopovický Kozel
Aisha Bogdanova — Senior Brand Manager, Velkopopovický Kozel
Dzhanay Ilyasova — Senior Brand Manager, Velkopopovický Kozel
Valeria Sokolova — Head of External Communications, Velkopopovický Kozel
Polina Yeremeyeva — External Communications Manager, Velkopopovický Kozel
Andrey Parshenin — CEO & Creative Director, Panda Digital
Anastasiya Verbovataya — Account Group Head, Panda Digital
Yaroslava Sokolova — Account Group Head, Panda Digital
Darya Pleshanova — Head of Production, Panda Digital
Darya Ponomaryova — Editor-in-Chief, Panda Digital
Olga Kuzmina — Copywriter, Panda Digital
Olga Sarycheva — Copywriter, Panda Digital
Valera Mikhaylov — Copywriter, Panda Digital
Akim Lyakhov — Copywriter, Panda Digital
Anastasiya Bunina — Editor, Panda Digital
Oksana Tkachenko — Senior Designer, Panda Digital
Aleksandra Leontyeva — Senior Designer, Panda Digital
Mariya Tishchenko — Designer, Panda Digital
Yegor Gurkin — Designer, Panda Digital
Anastasiya Aldokhina — Designer, Panda Digital
Olga Belyaeva — Designer, Panda Digital
Snezhana Forostyanova — Designer, Panda Digital
Semyon Nedorezov — 3D Designer, Panda Digital
Bogdan Shcherbakov — 3D Designer, Panda Digital
Ruslan Poryadny — Head of Community Management, Panda Digital
Mariya Biryuchinskaya — Senior Community Manager, Panda Digital
Anastasiya Sheks — Senior Community Manager, Panda Digital
Milana Lukina — Community Manager, Panda Digital
Alika Bessudnova — Creator, Panda Digital
Vladislav Guseynov — Creator, Panda Digital