«Zlaty Bazant» – the first in premium PET.
«Zlaty Bazant» is a famous Slovakian beer brand, very popular in Russia since the soviet era. Since recently, «Heineken» produce this brand of beer in Russia in original 0,5l glass bottles. With the competition in the premium segment of licensed beer growing, «Heineken» is trying to increase sales of this brand in volumetric expression and cut down the expenses. Which means production of «Zlaty Bazant» not only in glass bottles, but in 1l PET packaging as well. With this, Heineken commissioned us to develop a new bottle.
Objective.
The agency had a tough job in front of it – to develop a new PET bottle for a premium licensed beer, and adapt the existing brand identity to the new bottle.
The agency had a tough job in front of it – to develop a new PET bottle for a premium licensed beer, and adapt the existing brand identity to the new bottle.
By that time the existing PET format was only for mid-range and economy segments, just for local brands. So the new PET bottle for the licensed product had to look no worse than the glassy shooky and to fit into the premium-segment perfectly.
The main idea we had to put to the consumer is that Heineken is not bringing the brand down the range, but instead, PET-packed beer is the same, but twice as much a load ofquality booze.
Solution.
There were two directions of this task’s solution:
1) use a successive shape of the glass bottle
2) construct a brand new shape which communicates for the PET bottle.
The second bearing demanded a little survey. Turned out that the Russians can’t strictly tell Czech Republic from Slovakia. It’s still the same country for us. So «Zlaty Bazant» here is accepted as a Czech beer.
There were two directions of this task’s solution:
1) use a successive shape of the glass bottle
2) construct a brand new shape which communicates for the PET bottle.
The second bearing demanded a little survey. Turned out that the Russians can’t strictly tell Czech Republic from Slovakia. It’s still the same country for us. So «Zlaty Bazant» here is accepted as a Czech beer.
So what is Czechoslovakia and its traditions for the Russians? It is high-grade beer and unique cuisine, a European tourism center and some great pretty houses.
The architecture of the old Bratislava became the base of the new PET bottle shape for «Zlaty Bazant» brand. This shape renders the spirit of Czech republic (or Slovakia) like no other… The streets, the taverns and the European spirit and tradition.
The label adaptation to the new brand and its identity complete the form well, giving it some premiality. The neck-label serves as a protection cap above the actual bottle-cap but plays a cunning role of making the bottle look as if it was a glass one.
Mission accomplished. The 0,5l glass and the 1,0l PET bottles look evenly premium. Look at the PET «Zlaty Bazant»: there is no doubt that it’s premium stuff.
