Zlatý Bažant is not what it used to be

Creative idea

The campaign's cornerstone was its honesty. Honesty in approach to the problem By openly acknowledging past product shortcomings, Zlatý Bažant not only showcased its new, improved lager beer but also signaled a new era of transparency and confidence. Honesty in the message The provocative tagline 'Zlatý Bažant is not what it used to be' launched a daring campaign strongly focused on the product - its enhanced quality, bitterness, and Slovak origin of the beer. Honesty in form We chose the testimonial as the form of the main spot. The communication broke away from traditional beer marketing by leveraging self-critique and consumer feedback as a strength rather than a vulnerability.

Brand name: Zlatý Bažant, Heineken
Advertiser / client: Heineken
Product / service: Reintroducing legendary slovak lager beer
Campaign name: Zlatý Bažant is not what it used to be
Agency network: INDEPENDENT AGENCY
Agency: THIS IS LOCCO, Bratislava
Digital agency: THIS IS LOCCO
Agency chief executive officer: Rasťo Bahurinský
Chief creative officer: Juraj Kovac
Executive creative director: Juraj Kovac
Creative director: Juraj Kovac
Art director: Martin Janak
Copywriter: Michal Rohacek
Account director (agency): Juraj Rusnak , Petra Kalmarova