This year, the Czech Republic is hosting the IIHF Ice Hockey World Championship, and the official sponsor is Pilsner Urquell, the original pilsner beer.
To maximize this ideal partnership, Pilsner Urquell collaborated with Purple Creative to create a campaign targeting the 700,000 hockey enthusiasts from around the world who will be converging in Czechia for the championship.
The objective of the campaign is to engage with the fans and encourage them to experience Pilsner Urquell during their visit, providing them with an authentic Czech experience while in the country. The campaign encapsulates the Czech passion for hockey and beer, two of the country’s most prominent exports, through a key visual. Fans also have the opportunity to scan a QR code that will direct them to a dedicated ‘survival guide’, offering recommendations for exploring the country and identifying ideal beer-drinking locations. Additionally, Pilsner Urquell will have activations in and around the stadiums, offering fans the opportunity to learn the Czech method of pouring beer, complete with the perfect foam, and to engage with the enjoyable aspect of the brand.
“We have an immense love for beer and hockey in Czechia. This is why we are excited to immerse fans in the finest aspects of Czech culture, and our campaign is an excellent opportunity to connect with a new audience in a significant manner. Our goal is to enhance their experience by facilitating their enjoyment of the iconic taste of Czech, so that they depart with wonderful memories and a lasting appreciation for Pilsner Urquell,” expressed Anna-Marie Milerská, Pilsner Urquell’s global brand manager.
Pilsner Urquell has been a steadfast supporter of the national Czech hockey team, so it was a logical progression for them to become the official sponsor of the 2024 World Championship. The tournament is set to take place from the 10th to the 26th of May, with teams vying for the ultimate trophy in two Czech cities, Prague and Ostrava.
“We have been collaborating with the Pilsner Urquell brand for a decade now, but this is the first instance where we have combined two national treasures in a single campaign! It is a campaign that presents Czech culture in the most favorable light – a flawless golden beer served on an ice hockey puck coaster with a captivating headline. They truly prioritize beer!” remarked Steve Bewick, creative director.
The campaign is presently active throughout Czech Republic during the Championship and will persist beyond the event.