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Staropramen ‘Tales of the Unconventional’ underground film campaign

Friday May 16, 2014 at 5:33pm
Staropramen UK is launching a new brand platform, ‘Tales of the Unconventional’, to support a long-term strategy for the Carlsberg UK brand. Tales of the Unconventional is dedicated to creating an emotional connection with the naturally curious, influenced by the target audience: mature, discerning males who seek out new, unique and unusual experiences in life. It has been inspired by the brand’s homeland, the Czech Republic – historically known as the “Kingdom of Bohe-mia”. The new brand positioning for the Carlsberg-owned authentic Czech beer was created by The Marketing Store, which has also developed a succession of campaigns aimed at building brand equity for the Staropramen brand. The first activity will be an underground sensory film experience, which will combine an iconic movie in a provocative location and which will be exclusively screened to a handful of prizewinners in October. Gurdeep Singh Saini, Staropramen brand manager at Carlsberg UK, says: “The new platform taps into our audience’s desire to stumble across unique experiences on their own terms. The Sensory Cinema Experience is a great way to raise the profile of the brand nationally amongst our discerning and inquisitive consumers.” Sav Evangelou, executive creative director at The Marketing Store, observes: “In this era of instant, ready-made content, people want one-off, never-to-be-forgotten, unique experiences so they can say ‘I was there.’ The Tales of the Unconventional brand plat-form will allow Staropramen to create such unorthodox moments.”
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