Pravha // brand launch //
‘How to successfully launch a new beer… don’t do work that looks like every other beer ad’
When asked to launch the beer brand Pravha I looked at the bottle and a tiny piece of writing printed on the collar of the bottle bold flavour and light taste jumped out. At first I thought ‘what does that mean?’ then I realised that was the way in, this unexpected combination of ‘light and bold’.
Trying to find a tone of voice was the next task. Premium, playful, intelligent was the ambition.
We needed to stand out in the world of ‘BIG PINT!’ beer advertising (we didn’t have the money to take them on).
I kept coming back to cigarette posters from the 80’s and 90’s - I loved the attitude they had, beautiful posters you wanted to look at but also made you think (imagine that). So I started pulling them apart to build our Pravha world.
We took the distinctive ‘ duck egg green’ colour pallet and set out to own it.
Commissioned two of London’s best fashion still life photographers (Metz+Racine) and said don’t do a beer ad with the bottle plonked bottom right, treat it like a fashion object.
(We also doubled up on our still shoot and created very simple films where we add ‘bold and light’ sound design)
And simply talked about the product. No lofty nonsese where ‘there won’t be more to you if you drink it’.
This is where we got to - Molson Coors most successful launch to date.
I also worked on a year two follow up campaign, again in the same world and tone of voice built around the idea of ‘who says light can’t be bold?’ (photoshop mockups below)
