Strategy consulting on global communication platform & creative concept development
In this project, our role was to support the brand leadership team in the process of developing а new communication platform for Becherovka, selecting a new creative agency and to developing the creative work to bring the strategy to life
Translating a legacy that is deeply rooted in one culture to a wider audience in multiple markets is always a challenging task.
Becherovka is a Czech herbal bitter with a rich legacy and global ambitions.
However, translating a legacy that is deeply rooted in one culture to a wider audience in multiple markets is always a challenging task. Even more so to a brand that is enjoyed for generations yet needs to attract younger audiences, in an environment that could not be more competitive.
In this project, our role was to support the brand leadership team at Jan Becher Pernod Ricard Prague in the process of developing their new communication platform. The scope included providing support in the process of redefining the strategic direction, as well as advice on partners selection, creative work development and execution.
Stage 1: Strategic Direction
At the early stage of the process, our role was to support the brand team in the creation of the pitch brief. From our agency background we know first-hand how crucially important the client brief is to the final result. So we focused on translating the brand essence and market objectives into an agency task that is both clear and inspirational.
Stage 2: Advertising Agency Selection
We then consulted the process of agency selection that included some of the top ad agencies on the Czech market. It was a 3-round pitching process that included portfolio selection, creative concepts evaluation and a shortlist concept fine-tuning, won by the impressive team of VCCP Prague.
Stage 3: Execution Support
In the final stage of the process, we supported the process of concept finalization and selection of a production team. We are happy to share that Covid-19 imposed some serious challenges to the process of preparing and shooting the campaign, but the final result surpassed the expectations!
The other half managed to provide objective, valuable, and most importantly - actionable feedback on each step of the process. They did not always agree with the creative agency and even the brand team, which is fantastic. The challenges they threw at both teams paid off and pushed the creative process a level up.