Budweiser Budvar Brewery’s popular advertising campaign promoting Pardál beer has been credited yet another great success as its TV spot promoting “beer fine-tuned by consumers themselves” won in the “Best Beer Ad” category at the PIAF international festival in Prague. Furthermore, the Pardál beer advertising campaign was awarded a silver prize in the “Campaign of This Festival” category.
“Having been awarded gold in a special beer category is even more valuable considering the competition in a strong challenge of 26 beer ads from all over the world as well as the fact that the panel decided to grant only one award. At the same time, it further confirms that our choice of unconventional communication with an active participation of consumers is the right one,” says Budweiser Budvar’s Pardál brand manager Alena Mazancová.
The same Pardál TV spot has been granted other prestigious awards as well. It was awarded at the 19th international advertising and marketing festival “Red Apple 2009” in Moscow in October 2009. The spot called “Pardál - a beer fine-tuned by consumers themselves…as was this commercial” came second in the “TV and Film Commercial for Alcoholic Beverages” category, while the first place was not awarded in this category. More than 1,500 registered commercial spots from more than 30 countries participated in the mentioned Red Apple. The awarded spot can be viewed at www.pardal.cz.
Additionally, the Pardál beer commercial spot was awarded a “Silver Drum” in the “Film - alcoholic beverages” category at the 16th international advertising and communication festival “Golden Drum 2009” in the Slovenian town of Portoroz. The festival in Portoroz ranks amongst one of the high-status European events; last year saw 2,474 commercials enter. Further details on the festival can be found at www.goldendrum.com.
In March 2010, the results of the “Louskáček 2009” prestige competition of advertising creativity during 2009 were presented in Prague. 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. Moreover, the Pardál TV spot was awarded the “Grand Prix” prize - a prize granted to the best entered advertisement overall. Budweiser Budvar National Corporation was at the same time presented the “Client of the year” - therefore a contracting authority, which supports the original and unique Czech advertising creative work most.
In 2007, the advertising campaign “Pardál - One of us” was awarded a silver Effie 2007 in the A category - foodstuffs and beverages along with the “Best Small Campaign” award at the FLEMA 2007 competition. The product itself - pale draught beer Pardál was awarded the “Consumers’ Choice - the Best Newcomer 2008” title in the “Beer” category 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 influence the flavour and other qualities of the new beer. Pardál draught beer was launched on the South Bohemian market on 1st March 2007, being subsequently distributed nationwide since the New Year 2008. This beer is much favoured by the consumers, resulting in nearly half a million hectolitres sold in less than three years (exactly 467,789 hl).
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.