Velkopopovický Kozel Dark
Original advertising campaign
The darker the beer, the softer the beard
Destroy the stereotype that dark beer has a «heavy and bitter» taste and tell the audience about the true taste of the Velkopopovický Kozel dark beer.
Together with the RODNYA PR-studio, we developed an original advertising campaign — «The darker the beer, the softer the beard».
During the experiment, 3 000 000 people across Russia attempted to grow beards, and about 300 people entered the Soft Beard Cup finals.