Thirteen different regional radio stations ran 13 different cycling programmes, using normal presenters – to ensure familiarity and integrating the brand into programme content – providing summaries of the routes.Each week during our six-week programme we provided a new suggestion for a weekend outing.

To ensure each ride could be undertaken with ease – we partnered with the Czech Republic’s biggest map publisher – Shocart – to provide crystal clear downloadable mapping.In total we provided 78 different cycling excursions, creating multiple opportunities to sip an ice-cold Birell.

Birell’s summer programme delivered fantastic results, boosting both awareness and consumption.Prompted awareness peaked 12% ahead of the pre-campaign scores.Consumers drank more Birell as a result of our cycling content. Tracking showed the number who said they drank once a week peaked 27% higher and those who drank once a month was 11% higher.