Šariš Ejl, But Our Way

Šariš broke the myth that a quality beer specialty can only be brewed by a craft brewery. They came with a novelty inspired by ALE beer. We translated the combination of Great Britain and Slovakia into a campaign with the leitmotif that even a foreign concept our people can take on and do "our way". Consumers were surprised by the symbol of monarchy — "Queen Elizabeth" — in the streets of Bratislava, who came there with the sole purpose of christening Šariš Ejl. The unconventional guerrilla generated enormous public interest.

The product's goal was to enrich and modernize the brand's portfolio and attract new and young consumers. We faced the challenge of removing the label of Šariš as an "eastern" beer and giving Ejl all-Slovak potential. This required playful education of people in the field of beer specialties. Alongside the original English recipe we needed to highlight the Slovak character of the product without succumbing to the trend of returning to traditions.

With a budget of around 12,000 euros, through a witty and unconventional approach we managed to reach a younger audience and generate media interest in the product. With dozens of outputs reaching over one million, we confirmed the all-Slovak potential of the brand. Šariš Ejl moreover became the most successful and best-selling novelty launched to market in 2019 in the beer specialty segment.