Becherovka

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! 

You can see the awesome work created by VCCP Prague, produced by boogie films and directed by Milan Balog, here: 

This is our second project for Jan Becher Pernod Ricard Prague. 
Check out our project summary for Becherovka Lemond here.