Czech Republic & Russia: Staropramen tapped for EFFIE award in Russia

Pivovary Staropramen announced on January 30 that the Staropramen brand has won a major award in Russia, the EFFIE, for placing first in the beer category under “Best Brand 2005”.

In both Russia and the Czech Republic, the EFFIE awards honor the most effective advertising campaigns in the given year. The principal criteria are the results achieved by the marketing communications and its impact on the local market.

The gold trophy holder - Staropramen - is one of the best-selling Czech brands in Russia, where it is sold as a super-premium beer, and the brand has achieved spectacular performance in this segment (in 2005, sales of Staropramen beer in Russia grew by 31% compared to the previous year). In September 2005, thanks to integrated marketing communication and sales support, the Staropramen brand managed to double its share of the Russian market, compared to 2004.

The winning advertisement for the Staropramen brand is built around a “Czech language lesson” theme. Against a backdrop consisting of shots of major monuments in Prague and Russia, the consumer is “taught” words that sound almost identical in Russian and in Czech. The only difference is in the Russian word for “beer”, where the Czech “translation” comes out as “Staropramen”.

Pivovary Staropramen is the second largest beer producer in the Czech Republic, with a 14% share of the domestic market. Our beers are brewed according to original recipes and with emphasis on selection of first-class ingredients. We are one of the most important Czech beer exporters and Staropramen brand is exported to more than 30 countries of the world.

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