...we needed to face this challenge head on. Hang on, face? Now that’s something we can work with! For over a hundred years, Březňák‘s beer label has pictured a bearded man smiling in satisfaction. The bearded man is no other than Victor Cibich, the local stationmaster from Velké Březno and a known beer-lover. In 1906, the brewery asked if they could make him the face of Březňák beer. Our job was simply to spread this story throughout the country, to bring old Cibich back to life and make sure he was found on TV, on the radio, in magazines, and most importantly, in the shops, pubs and restaurants, where he feels at home. People all over the country grew fond of old Cibich. Once a local beer in the Ústi Region, Březňák is now one of the strongest brands in northern Moravia and is drunk all over the country. And many of the people this beer is made for consider it a friend, a beer with a face. A face goes a long way, but the story doesn’t end there. A completely new phenomenon soon saw the light of day: a two-litre bottle bearing the same irreplaceable face, the first ever two-litre bottle in plastic. And not long after, Březňák started being sold in cans. It was one of the first canned beers in the Czech Republic. And then another revolutionary idea: The Březňák multipack. A bunch of beers in an easy-to-carry pack – so simple and so incredibly convenient. This idea was, of course, instantly adopted by practically every other brand. So was it happy ending? Nowadays, Březňák has been added to Heineken’s portfolio, but we’re still together.

 

 

​NOESIS & BŘEZŇÁK

Noesis and Březňák

 

We take part in the development of brand values as well as in increasing the market share of the brand. We are in charge of the communication and creative strategy, the development and implementation of ATL and BTL creativity, including TV and radio spots, POS and interactive communication. In addition, active on-trade and off-trade promotion includes the creation of original packaging and branding.

 

Nationwide launch of the brand. The launch of beer featuring the face of Mr Cibich took place literally like a flash. Thanks to the communication and business strategy and a nationwide wide-scale campaign, Březňák was listed in all hypermarket networks in the Czech Republic as early as within  the first year. Spontaneous awareness of the brand sky-rocketed by tens of per cent within the same period. The same was true of sales.

 

VELKÝ BŘEZŇÁK 2 litres. A complete novelty in the market – four beers in one convenient non-returnable distinctively shaped package. In this way, Březňák became different from its “brother” Zlatopramen and so did not meddle in its business. To this day, it is one of the most successful projects in the beer segment. Brand awareness sky-rocketed, sales rose, and Heineken consolidated its already unshakable position in the segment of beer in plastic packaging.

 

Canned Březňák. A packaging innovation at a time that was marked by the introduction of beer cans into the Czech market. To this day, it has been one of the most successful projects in the beer sector. Results? Heineken shortly became the leader in sales of cans of beer and is one of the producers who promotes the benefits of this type of packaging – it is non-returnable, unbreakable, handy for travel. Sales sky-rocketed.

...we needed to face this challenge head on. Hang on, face? Now that’s something we can work with! For over a hundred years, Březňák‘s beer label has pictured a bearded man smiling in satisfaction. The bearded man is no other than Victor Cibich, the local stationmaster from Velké Březno and a known beer-lover. In 1906, the brewery asked if they could make him the face of Březňák beer. Our job was simply to spread this story throughout the country, to bring old Cibich back to life and make sure he was found on TV, on the radio, in magazines, and most importantly, in the shops, pubs and restaurants, where he feels at home. People all over the country grew fond of old Cibich. Once a local beer in the Ústi Region, Březňák is now one of the strongest brands in northern Moravia and is drunk all over the country. And many of the people this beer is made for consider it a friend, a beer with a face. A face goes a long way, but the story doesn’t end there. A completely new phenomenon soon saw the light of day: a two-litre bottle bearing the same irreplaceable face, the first ever two-litre bottle in plastic. And not long after, Březňák started being sold in cans. It was one of the first canned beers in the Czech Republic. And then another revolutionary idea: The Březňák multipack. A bunch of beers in an easy-to-carry pack – so simple and so incredibly convenient. This idea was, of course, instantly adopted by practically every other brand. So was it happy ending? Nowadays, Březňák has been added to Heineken’s portfolio, but we’re still together.

 

 

​NOESIS & BŘEZŇÁK