Plzeňský Prazdroj

What began as a pilot initiative had grown so complex it was unclear who the program was really serving. It tried to be too much at once: half consumer brand, half trade activation. The focus scattered, leaving little clarity for those who mattered most: pubs and sales reps.

We cut through the confusion and reshaped the project with single-minded direction.

• From consumer-brand hybrid to trade program that empowers pubs and sales reps

• From multiple parallel storylines to one accessible, pub-friendly narrative

• From fragmented channels to a lean trade-first plan, built on simplicity and practicality

By simplifying the structure, the program started to deliver real traction in a tough category:

• Sales reps finally had a usable program they could own
• Pub owners saw the offer as a service that made their lives easier, not as extra work
• Single-minded program opened doors to new outlets in Slovakia where distribution has doubled