Czech Beer Brand Staropramen Created the First Type-Controlled Draught
Rebecca Byers — October 26, 2015 — Marketing
References: youtube & digitalsynopsis
Czech beer brand Staropramen recently developed the world's first type-controlled draught to take with them on their tour of Romania's book fairs. The creative instrument is the perfect tool for those who take pleasure in writing the old fashioned way, and who like to enjoy a fresh beer while doing so.
The Staropramen Tapwriter is a creative campaign that aligns the beer with refined interests such as literature, fine cinema and theater, and seeks to engage the consumer that holds these subjects dear. Paying homage to the greatest challenge many writers face, patrons were faced with a blank page that they must fill with their words in order to receive their beer.
The imaginative Staropramen campaign was created by FCB Bucharest in Romania.
The Staropramen Tapwriter is a creative campaign that aligns the beer with refined interests such as literature, fine cinema and theater, and seeks to engage the consumer that holds these subjects dear. Paying homage to the greatest challenge many writers face, patrons were faced with a blank page that they must fill with their words in order to receive their beer.
The imaginative Staropramen campaign was created by FCB Bucharest in Romania.
Trend Themes
1. Type-controlled Draught - Disruptive innovation opportunity: Explore the development of more interactive and customizable experiences by combining technology and traditional products.
2. Combining Beer and Fine Arts - Disruptive innovation opportunity: Create collaborations between beer brands and artistic genres to attract a refined consumer base and offer unique experiences.
3. Engaging Consumers in Creative Challenges - Disruptive innovation opportunity: Design campaigns that require consumer participation and creativity as a way to connect with and reward them.
Industry Implications
1. Beer - Disruptive innovation opportunity: Integrate technology into beer dispensing systems to enhance consumer experiences and differentiate brands.
2. Arts and Culture - Disruptive innovation opportunity: Explore partnerships with beverage brands to fund artistic projects and promote the appreciation of fine arts.
3. Marketing and Advertising - Disruptive innovation opportunity: Develop interactive marketing campaigns that engage consumers in creative challenges to drive brand awareness and loyalty.
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