Challenge
Over the past several years, there has been a significant decline in the radler beverage segment, with Zlaty Bazant Radler (ZBR), an extension of Zlaty Bazant from Heineken Slovakia, declining faster than the market. ZBR has previously communicated functional benefits, but with a new campaign, wanted to bring a fundamental change—a return to brand communication that builds a long-term relationship with the consumer. The aim was to reach out to Radler fans and build emotional relevance by referencing Slovak cycling legend Peter Sagan—a figure known and respected globally. The campaign reinforced the idea that everyone can find their favourite in the wide Zlatý Bažant Radler range.
Approach
The idea of legendary refreshment was tested several times through LINK+ on Kantar Marketplace, to ensure that it was clear and relevant, had an impact on purchase intention, and clearly conveyed the right emotional benefits.
Insight
In the first phase, we thoroughly evaluated two animatics that presented the creative idea in slightly different ways. Based on the data, the Kantar team identified recommendations regarding the elements that were making the creative effective and identified a clear winner. Although Heineken initially preferred the other version of the two tested animatics, they trusted the data provided by Kantar, which promised not only significantly greater emotional impact but also demonstrated more potential across all key effectiveness metrics. Subsequently, the Heineken team produced a strong finished film that has fulfilled all campaign objectives.
Impact
With this campaign, Zlatý Bažant Radler confirmed its position as the leader in the category of non-alcoholic radlers. The new strategic approach changed the short and long-term perception of the brand, strengthened its emotional value, and built a strong connection with Slovak consumers. It introduced a clear and fresh brand linkage that resonated strongly with people and proved to be highly effective. In a strong competition in Slovak Effies with a record number of entries, Zlatý Bažant Radler won gold, confirming that the campaign not only captured the attention of consumers but also had a real impact on their behaviour and strengthened the brand's position on the market.