Then one day we met and agreed that it would be best to look for the path to success together. And soon enough an idea was born: let’s create a completely new kind of beer. The classics 10°, 12° were already well-known favourites in the Czech Republic, but nobody ever spoke of 11°. We decided to be the first to make the 11° beer our own. Zlatopramen slowly became synonymous with 11° beer. It boldly entered the market bearing a battle flag with the motto ‘One degree better!’ The success was overwhelming and big names were soon lining up outside the door. Heineken came along and added Zlatopramen to its portfolio – at that point it was already the third largest beer on the Czech market. And this is where the plot thickened; would we be able to continue cooperating even after Heineken had bought Zlatopramen? Heineken didn’t need to think twice about that, to become complacent with their current success would’ve been an unforgiveable oversight. Next up, we introduced Zlatopramen Radler, the first beer with a fruity flavour, on the Czech market. Soon after, we faced a real challenge: teaching Czechs to drink beer from plastic bottles. The MAXI bottle was born. Initially, everyone just laughed at us, but we soon wiped the smiles off their faces. The Maxi bottle was revolutionary and, to this day, Heineken is the leading brand on the Czech market in regards to the amount of beer sold in plastic bottles.

 

 

​NOESIS & ZLATOPRAMEN

Noesis and Zlatopramen

 

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 as well as administering the loyalty programme database, its strategic and analytical support and communication with its members.

 

MAXI 1.5 litre bottle. The biggest innovation of the season in question. Massive communication. The theme was adopted by most rivals in the following years, but in two years Heineken gained 77.6% of the market of beer in plastic bottles.

 

Výstup na Mount Everest (“Climbing Mount Everest”). This summer promotion with original contest mechanics and a massive campaign brought an unexpected response – 16% greater than initially planned! Brand awareness increased and sales immediately rose by 22%.

 

Země Zlatopramen. A loyalty programme. Brand arbiters emerge. These are consumers themselves. Brand awareness increases again, a loyal community is formed and sales rise both immediately and in the long term.

Then one day we met and agreed that it would be best to look for the path to success together. And soon enough an idea was born: let’s create a completely new kind of beer. The classics 10°, 12° were already well-known favourites in the Czech Republic, but nobody ever spoke of 11°. We decided to be the first to make the 11° beer our own. Zlatopramen slowly became synonymous with 11° beer. It boldly entered the market bearing a battle flag with the motto ‘One degree better!’ The success was overwhelming and big names were soon lining up outside the door. Heineken came along and added Zlatopramen to its portfolio – at that point it was already the third largest beer on the Czech market. And this is where the plot thickened; would we be able to continue cooperating even after Heineken had bought Zlatopramen? Heineken didn’t need to think twice about that, to become complacent with their current success would’ve been an unforgiveable oversight. Next up, we introduced Zlatopramen Radler, the first beer with a fruity flavour, on the Czech market. Soon after, we faced a real challenge: teaching Czechs to drink beer from plastic bottles. The MAXI bottle was born. Initially, everyone just laughed at us, but we soon wiped the smiles off their faces. The Maxi bottle was revolutionary and, to this day, Heineken is the leading brand on the Czech market in regards to the amount of beer sold in plastic bottles.

 

 

​NOESIS & ZLATOPRAMEN