Beer brand Staropramen is launching a new 4x440ml can multipack and bringing back its ‘The Prague Expert’ campaign.
The 4x440ml packs of Staropramen will roll out in stores from April, with cans encased in a recyclable cardboard sleeve. The launch caters to the increasing demand for multipack formats in the world beer category.
As part of the brand’s new connected packaging, scannable QR codes will also appear on both the can and sleeve, enabling consumers to engage in a new, mobile-first experience, featuring new and exclusive Staropramen content.
The launch will be supported by both paid and organic social media activity and point-of-sale materials in-store.
To further build on the brand’s momentum, Staropramen has also invested more than £1m in the return of its ‘Prague Expert’ ATL campaign this year with its global brand ambassador, Orlando Bloom. The campaign includes 30-second and 75-second ads played across video-on-demand and cinema.
Jo McCarthy, Senior Brand Manager – Staropramen at Molson Coors Beverage Company, said: “The world beer category continues to grow, as does the share of multipack formats within the category, with the 4x440ml format accounting for 10% of total category sales, as consumers look to enjoy world beer during at-home social occasions.
“The launch of Staropramen 4x440ml multipacks will help retailers tap into this demand and drive incremental sales as we head into the spring and summer months.”
NAM Implications:
- A couple of convenient steps forward…
- Good to be able to access ingredient details via QR code.
- (Personal Disclosure: my favourite non-black beer…)
