The Pardál beer commercial spot was awarded yet another prestigious prize
The Pardál beer commercial spot was awarded yet another prestigious prize, receiving a “ Silver Drum” in the “Film - alcoholic beverages” category at the 16th international advertising and communication festival “Golden Drum” in the Slovenian town of Portoroz. The festival in Portoroz ranks amongst high-status European events; this year saw 2,474 commercials enter. Further details on the festival can be found at www.goldendrum.com.
“This award represents yet further proof of our good choice to actively join the consumers in fine-tuning the flavour as well as in the Pardál brand promotional activities,” says Budweiser Budvar’s Pardál brand manager Alena Mazancová. Having been prepared for Budweiser Budvar by the Kaspen/Jung von Matt agency, the awarded commercial was directed by the Wolfberg duo in the production of the Stillking company. The co-makers of the Pardál beer participated in the spot, being the main participants of the whole Pardál brand advertising campaign as well. The commercial can be viewed at www.pardal.cz.
The “Golden Drum” festival award followed the recent success of the commercial spot at the “Red Apple 2009” international advertising and marketing festival in Moscow, where it came second in the “TV and Film Commercial for Alcoholic Beverages” category. Pardál beer advertising campaigns have been successful in the past as well. In 2007, the advertising campaign “Pardál - One of us” was awarded a silver Effie 2007 in the A category - foodstuffs and beverages (the expert panel evaluates the effectiveness of commercial spots) along with the “Best Small Campaign” award at the FLEMA 2007 competition (an innovative use of media is evaluated). The product itself - pale draught beer Pardál was awarded the “Consumers’ Choice - the Best Newcomer 2008” title in the “Beer” category (winning products presented on the grounds of a survey amongst consumers) as well as a silver medal in the voting of the Beer Friends Association’s members in 2008.
The development of the pale draught beer Pardál began in August 2005. Autumn 2006 saw consumers join the project, taking part in three rounds of tasting events. More than 300 beer connoisseurs had the chance to evaluate the flavour and other qualities of the new beer. Pardál draught beer was launched on the South Bohemian market on 1st March 2007, with the nationwide distribution launched on 1st January 2008. This beer soon became favoured by the consumers, resulting in the total of 269,403 hectoliters sold in less than two years. Taking into consideration Pardál draught beer’s great popularity, Pardál Echt was launched on the market in June 2009, enabling Budweiser Budvar to enter the market segment of 11° beer after many years.