Re-establishing cultural relevance


Pilsner Urquell


Content & Social, Influencer

Developing a new craft positioning to re-establish Pilsner Urquell as the original golden lager.

Pilsner Urquell is the grand-daddy of craft beer but for years struggled to make itself relevant. Sales were floundering despite an upsurge of interest in the category. Good Relations believed this sleeping giant hadn’t told its story. We reconnected its authentic heritage with the current craft beer revolution.

We created a realtime storytelling programme using our innovative brand journalism model to create a constant flow of engaging news and conversation. This was a revolutionary approach to maximise the authenticity and expertise of Pilsner Urquell, gathering stories from the brewery to the pub.

An award winning campaign which grew global sales by 25%

At the heart of our team was a multi-award-winning beer writer developing content in real-time, reporting back from the vibrant international craft beer scene. We embedded a second brand journalist within the brewery in the Czech Republic to unearth stories and develop them for a global hub. 

We created a complete brand world which truly integrated paid, owned and earned media. We exploited our brand journalists’ stories and other content through our website and social media channels, as well as through our influencer activation programme. 

Our work included paid social, managing markets around the world, staging events and running internal communications programmes.

The result? As well as re-establishing Pilsner Urquell as the category benchmark we grew global sales by 25%. It also won us a Content Marketing Award for best content strategy.

This was a 

Content & Social & Influencer marketing

Project for Pilsner Urquell

Learn more about Content & social

You may also like

Safety Chic
Symphony of the Senses
Royal Caribbean
Future By Airbus
View our Work
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google