Constistency is bitter. Thank God!

Creative idea

We created a unique and differentiated creative platform, based on the strong insight that nothing is for free, but overcoming obstacles during tough times comes rewards. Claim: “Life is bitter. Thank God!” carries a strong and believable message as well the key benefit of the product - bitternes. Through the years we have been guarding the proper consistent path in all touchpoints. With the clear message since 2005 and persevering through brand assets we have managed to grow brand power throughout the years, supported the shift to premium and became the 2nd most beloved brand in the Czech beer market.

Brand name: RADEGAST
Advertiser / client: Plzensky Prazdroj (ASAHI)
Product / service: beer
Campaign name: Radegast. Life is bitter. Thank God! Radegast.
Agency network: INDEPENDENT AGENCY
Agency: Boomerang Communication, Prague
Web address: https://www.radegast.cz/
Chief creative officer: Jindrich Novak
Creative director: Yaro Pruzinec
Art director: Jaroslav Slauf
Copywriter: Pavel Sobek
Account director (agency): Robert Marek
Digital creative: Vit Nespor
Additional company: Original music (leitmotive) composers: Andrei Toader & Norbi Kovács.