Budweiser Budvar has launched an intensive campaign for its Pardál beer
Prior to the main selling season, the Budweiser Budvar Brewery launched a promotional campaign called “Fine-tune your summer with Pardál”.
“Pardál is the first beer regulated by the consumers themselves, therefore the promotional campaigns for the Pardál brand are also in the token of fine-tuning. Our new campaign aims to promote the image of the brand, increase its natural awareness and raise the loyalty towards the brand amongst consumers,” says Budweiser Budvar’s Pardál brand manager Alena Mazancová.
The opening part of the campaign is based on a consumer SMS competition for 18,000 material prizes. The contestants can win practical prizes which could help them make their summer period more enjoyable and at the same time fine-tune the summer feel. Posters, tear-off flyers, price tags and crate toppers will be used for promoting the competition at the selling places.
Full-screen TV spots will play an important part in the “Fine-tune your summer with Pardál” promotional campaign. They will come on from 27th April to 31st May. Two spots have been prepared - the first one directed at promoting the image of the Pardál brand and the second one promoting the consumer competition. In mid-May, the competition will also be supported by radio spots, coming on local as well as national stations. The communication will be completed by other activities on the Pardál’s website www.pardal.cz. The campaign will be closed with the third year of unconventional events called “PARDÁLéto“.
The main rules of the SMS competition
Each crown cap of Pardál draught beer carries a code on its inside part. After collecting 5 such codes, competitors can send these codes to the organizer via a text message. Every third message wins some of the practical material prizes. The prizes are divided into three categories - water sportsman, handyman and tourist (e.g. a thermos with a snap hook, multifunctional pliers or hiker blanket). Three sent messages will have the competitor proceed to the final, whose task is to estimate how many crown caps fit into the water sports barrel. The 300 closest estimates will receive an invitation to the “July Day with Pardál” with its whole-day entertaining programme and the chance of winning more valuable prizes. The SMS competition starts on 27th April and finishes on 7th July. The rules in details can be found at http://www.pardal.cz.
Budweiser Budvar, National Corporation
Budweiser Budvar, N.C. brewery has long been one of the most successful Czech foodstuff companies. Nearly half of its production is exported to more than 50 countries worldwide. Budweiser Budvar’s sales increased annually by 4.5 % in 2008, having reached the volume of 1,312,580 hectolitres of beer. The brewery’s 2007 gross profit annually grew by 13% onto the total of CZK 302 million. Since 1991, about CZK 3,500 million has been invested into the modernization and development of the brewery.