SABMiller, one of the world’s leading brewers, has appointed Resonate, part of the Bell Pottinger Group and sister companies VCCP Digital & VCCP Search to handle a global integrated communications programme for its flagship brand Pilsner Urquell.
The campaign, which will be co-ordinated out of London, will deliver a unified, on and offline brand advocacy programme, across key territories including the UK, US and Western Europe.
The appointment, which follows a three month search, is a signal of further commitment and investment by the brewing giant in its international flagship brand, which is positioned in the high end premium segment. It is currently available in over 50 countries worldwide.
Resonate, VCCP Digital and VCCP Search will report to International Marketing Manager Petra Biskupova, and work closely with the Pilsner Urquell global marketing teams to build and expand on current brand communications to further boost Pilsner Urquell’s profile & reputation worldwide.
Michael Frolich MD of Resonate, Bell Pottinger, said: “We are delighted with this prestigious win for us and other parts of the Chime Group to provide integrated on and off-line solutions on a global basis. Pilsner Urquell will be one of the first brands using search as the primary brand building channel rather than a major above-the-line advertising campaign. We’re very excited about such an innovative search campaign especially with a brand of this pedigree.”
Petra Biskuopva said: “Pilsner Urquell is a brand with unique taste and unchallengeable heritage that set the benchmark for the entire lager category. It is a privilege to have an opportunity to further build its legacy through modern marketing techniques and I am very excited to welcome the teams at Resonate and VCCP into our international Pilsner Urquell team.”
The newly appointed agencies will be working with Ogilvy & Mather, Pilsner Urquell’s global advertising agency.
