{"id":1033,"date":"2022-04-01T19:29:10","date_gmt":"2022-04-01T17:29:10","guid":{"rendered":"https:\/\/prclinic.eu\/case_study\/saris-ejl-but-our-way\/"},"modified":"2022-04-01T19:30:45","modified_gmt":"2022-04-01T17:30:45","slug":"saris-ejl-but-our-way","status":"publish","type":"case_study","link":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/","title":{"rendered":"\u0160ari\u0161 Ejl, but our way"},"content":{"rendered":"

Background and objective<\/span><\/h2><\/div>\n\n\n

\u0160ari\u0161 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 \u201cour way.\u201d<\/p>\n\n\n

Consumers were surprised by the symbol of the monarchy \u2013 Queen Elizabeth - on the streets of Bratislava, who came there with the sole purpose of baptizing \u0160ari\u0161 Ejl.<\/h3><\/div>\n\n\n

The unconventional guerrilla campaign aroused enormous public interest \u2013 locals and tourists alike took pictures of the Queen\u2019s 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.<\/p>\n\n\n

\"\"<\/div>
\"\"<\/div><\/div>\n\n

Main challenge<\/span><\/h2><\/div>\n\n\n

The product goal was to enrich and modernize the brand\u2019s portfolio and attract new and young consumers. We therefore faced several challenges. One was to remove the label of \u0160ari\u0161 as the beer of the \u201cEast\u201d 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 \u201cSlovakness\u201d of the product, but not succumb to the trend of returning to tradition, which the market is oversaturated with.<\/p>\n\n\n

Overall results<\/span><\/h2><\/div>\n\n\n

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\u2019s nationwide potential.<\/p>\n\n\n

In addition, \u0160ari\u0161 Ejl became the most successful and best-selling new product launched in 2019 in the beer specials segment.<\/h3><\/div>","protected":false},"featured_media":0,"template":"","class_list":["post-1033","case_study","type-case_study","status-publish","hentry"],"acf":[],"yoast_head":"\n\u0160ari\u0161 Ejl, but our way | PR Clinic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u0160ari\u0161 Ejl, but our way | PR Clinic\" \/>\n<meta property=\"og:description\" content=\"\u0160ari\u0161 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 \u201cour way.\u201d The unconventional guerrilla campaign aroused enormous […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/\" \/>\n<meta property=\"og:site_name\" content=\"PR Clinic\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-01T17:30:45+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/prclinic.eu\/#website\",\"url\":\"https:\/\/prclinic.eu\/\",\"name\":\"PR Clinic\",\"description\":\"PR agent\u00fara Bratislava | PR Clinic\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/prclinic.eu\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#webpage\",\"url\":\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/\",\"name\":\"\u0160ari\u0161 Ejl, but our way | PR Clinic\",\"isPartOf\":{\"@id\":\"https:\/\/prclinic.eu\/#website\"},\"datePublished\":\"2022-04-01T17:29:10+00:00\",\"dateModified\":\"2022-04-01T17:30:45+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/prclinic.eu\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u0160ari\u0161 Ejl, but our way\"}]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u0160ari\u0161 Ejl, but our way | PR Clinic","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/","og_locale":"en_US","og_type":"article","og_title":"\u0160ari\u0161 Ejl, but our way | PR Clinic","og_description":"\u0160ari\u0161 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 \u201cour way.\u201d The unconventional guerrilla campaign aroused enormous […]","og_url":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/","og_site_name":"PR Clinic","article_modified_time":"2022-04-01T17:30:45+00:00","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/prclinic.eu\/#website","url":"https:\/\/prclinic.eu\/","name":"PR Clinic","description":"PR agent\u00fara Bratislava | PR Clinic","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/prclinic.eu\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#webpage","url":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/","name":"\u0160ari\u0161 Ejl, but our way | PR Clinic","isPartOf":{"@id":"https:\/\/prclinic.eu\/#website"},"datePublished":"2022-04-01T17:29:10+00:00","dateModified":"2022-04-01T17:30:45+00:00","breadcrumb":{"@id":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/prclinic.eu\/en\/case_study\/saris-ejl-but-our-way\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/prclinic.eu\/en\/"},{"@type":"ListItem","position":2,"name":"\u0160ari\u0161 Ejl, but our way"}]}]}},"_links":{"self":[{"href":"https:\/\/prclinic.eu\/en\/wp-json\/wp\/v2\/case_study\/1033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prclinic.eu\/en\/wp-json\/wp\/v2\/case_study"}],"about":[{"href":"https:\/\/prclinic.eu\/en\/wp-json\/wp\/v2\/types\/case_study"}],"wp:attachment":[{"href":"https:\/\/prclinic.eu\/en\/wp-json\/wp\/v2\/media?parent=1033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}