Last week, the results of the “Louskáček 2009” prestige competition of advertising creativity were presented in Prague. Budweiser Budvar participated in the contest through its TV spot and advertising campaign promoting Pardál beer, brought into effect by the Kaspen/Jung von Matt advertising agency. The advertising activities connected with the Pardál brand significantly won their way within the competition of 353 entered works. The Pardál TV spot was awarded a gold “Louskáček” prize in the most observed category of “TV commercial”. The same award was also granted to the advertising campaign promoting Pardál beer. Additionally, the Pardál TV spot was awarded the “Grand Prix” prize - a prize granted to the best entered advertisement on the whole. Budweiser Budvar was at the same time presented the “Client of the year” - therefore a contracting authority, who supports the original and unique Czech advertising creative work most.
“I consider all the awards an enormous success for the whole team, which carries out the communication of the Pardál brand. In addition, the panel was very strict this year, awarding only six gold Louskáček prizes in total,” says Budweiser Budvar’s Pardál brand manager Alena Mazancová. The Louskáček competition is a part of the Art Directors Club of Europe Awards and winning works advance to the all-European contest in Barcelona.
Pardál advertising campaigns have been awarded many times by the expert public. 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). A Pardál TV spot won a silver medal in the international advertising and marketing festival “Red Apple 2009” in Moscow as well as a “Silver Drum” at the international advertising festival in the Slovenian town of Portoroz. 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.
About Pardál beer
Pardál pale draught beer was launched on the South Bohemian market on 1st March 2007. Unusual and unique for Czech circumstances, its development was for the first time significantly shared by the future consumers. More than 300 Czech beer connoisseurs took part in rounds of large tasting events, helping to tune the flavour, colour, bite, froth and other qualities of the new beer. Their work resulted in the new Pardál beer - the first beer adjusted by the consumers themselves. Taking into consideration Pardál draught beer’s great popularity, the co-makers met again last January, helping to develop a new version of this favoured beer - 11° pale Pardál Echt, beer for special occasions. Nearly half a million hectolitres of Pardál beer were sold in the Czech Republic during three years.
About the Louskáček competition
Originated in 1994, Louskáček is the most prestigious and oldest Czech competition of advertising creativity. The contest is organised by the Art Directors Club in cooperation with the Communication Agencies Association and Audio-Vision Producers Association. This year’s 17-member panel included advertising agencies representatives from 4 European countries (Germany, Portugal, Denmark and Slovakia) and decide about awarding gold silver and bronze Louskáček prizes. A total of 353 works entered the competition’s 12 categories this year. Additionally, the winners of special categories - the “Grand Prix” (a prize granted to the best entered advertisement on the whole) and the “Client of the year” (a prize granted to a client, who supports the original and unique Czech advertising creative work most) are also presented. The panel can decide whether to grant more Louskáček prizes in the particular category and reserves a right no to grant any Louskáček prizes in the particular category. More information can be found at www.louskacek.cz.