Concept development & Event
Pilsner Urquell
Pilsner Urquell asked Story to develop a long-term strategic concept that could be activated over time with the aim to continue increasing brand awareness and building the brand’s main attributes among target consumers to support business growth.
What we did.
We decided to base the activations on the fact that Pilsner Urquell is the world’s first pilsner, and that 90% of today’s beers are versions of this original recipe of golden lager from 1842. From this we developed The Originals – a long-term project where Pilsner Urquell collaborates with modern craftspeople that are today’s originals in what they are doing.
One of the collaborations during 2019 was with Martin Kellerman; a true original as creator of the iconic comic strip Rocky. Kellerman produced a new illustration where Rocky is drinking Pilsner Urquell, which was the first published piece since he quit producing Rocky strips on 2018.
The new illustration was displayed together with a number of previously published works during a 2-day exhibition at Restaurant Sandhäxan in Stockholm.
What we achieved.
Broad PR reach in social and traditional media with high-quality coverage. Great interest for visiting the exhibition and a total visitor number that exceeded expectations.
