Šariš busted the myth that only a craft brewery can brew a quality beer special. They came up with a novelty inspired by ALE beer. We have also transformed the connection between the UK and Slovakia into a campaign with the leitmotif that our people can take a foreign concept and do it “our way.”
The unconventional guerrilla campaign aroused enormous public interest – locals and tourists alike took pictures of the Queen’s double and sent tips to the editorial offices. The media immediately seized on the sensational news and issued reports shrouded in a veil of secrecy.
The product goal was to enrich and modernize the brand’s portfolio and attract new and young consumers. We therefore faced several challenges. One was to remove the label of Šariš as the beer of the “East” and to give Ejl nationwide potential. This required the playful education of people in the field of beer specials. Alongside the original English recipe, we needed to highlight the “Slovakness” of the product, but not succumb to the trend of returning to tradition, which the market is oversaturated with.
With a budget of around 12,000 euros, we managed to appeal to a younger audience in a funny and unconventional way and to generate (not only) media interest in the product. With dozens of outputs reaching over one million, we confirmed the brand’s nationwide potential.