Kozel is the most loved Czech beer. But in Romania nobody knew it existed. How do we launch it in a grand way, to disrupt the beer category and make way for a new GOAT? 

We introduced a new influencer: Kozel the Goat. He pranked 4 major Romanian influencers, he appeared on primetime TV in sports news, lifestyle shows, weather, preparing everyone that "Something Goatiful Will Happen". He even had a surprise appearance at Untold, one of the best music festivals in the world. 

Then he led everyone to a Giant Goat, where the launch event took place, revealing that "Something Goatiful is Kozel Beer". The campaign had stellar results in terms of views & sales, emptying shelves right from the start. 

AWARDS: 

IAB MIXX - Best Integrated Campaign

Webstock - Silver in Best Influencer Campaign, Silver in Special Projects

EFFIE - Nominations in Experiential Marketing, Marketing Disruptors, New Brand Introduction