Czech beer, Staropramen, to launch new brand positioning

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Staropramen UK is launching a new brand positioning created by The Marketing Store.

The agency has created the new brand platform, ‘Tales of the Unconventional’, to support a long-term strategy for the Carlsberg UK brand.

Inspired by the brand’s origins in the Czech Republic – known as the “Kingdom of Bohemia” – Carlsberg appointed The Marketing Store to develop the new UK positioning for Staropramen tapping into the consumers’ curiosity and desire for the authentic Czech beer.

Tales of the Unconventional is dedicated to creating an emotional connection with the naturally curious, influenced by the target audience: mature, discerning males who seek out new, unique and unusual experiences in life.

The Marketing Store has developed the idea to build brand equity for the Staropramen brand through a succession of campaigns.

The first activity will be an underground sensory film experience, which will combine an iconic movie in a provocative location and will be exclusively screened to a handful of discerning prizewinners in October.

Gurdeep Singh Saini, Staropramen brand manager at Carlsberg UK, said: “The new platform taps into our audience’s desire to stumble across unique experiences on their own terms. The Sensory Cinema Experience is a great way to raise the profile of the brand nationally amongst our discerning and inquisitive consumers.”

Sav Evangelou, executive creative director at The Marketing Store, said: “In this era of instant, ready-made content, people want one-off, never-to-be-forgotten, unique experiences so they can say ‘I was there.’ The Tales of the Unconventional brand platform will allow Staropramen to create such unorthodox moments.”