Every Czech beer either talks about how great their product is, or how happy everyone is that drinks it. Budvar B:Dark (a very small player on the market) needed to talk differently. We aimed to be the first beer which would stand by men when they are not so beer ad happy. When they were in a dark mood. The campaign being a beer campaign and Czech not a sophisticated media market we had to reach men through many standard channels from TV to online to the Pub, with each media working separately. Czech Republic is still a pub country so the in pub element of the campaign like Barmans t-shirts was hugely important to get attention. No beer has talked like this to Czech men, surprising as Czechs sense of humor being an ex-communist country is naturally dark, so with its limited budget created quite a buzz.

The campaign was launched on TV and in pub first after a certain level of buzz was created the online launched which ran live for a month.

The main result is people talked about it, more than any other beer campaign in years. But no numbers can confirm conversations unfortunately. The Micro site had 10 000 unique visits for the month with no support, which is a little more than other comparable Czech beer microsites, thus it will continue this year.

Due to tight legal restrictions beer advertising in Czech can never get onto unpaid media with a taboo subject, but getting men talking and laughing which does not happen often with beer commercial was the main aim.