In 2022, Palírna U Zeleného stromu a.s. decided to take a significant step – to change the positioning of its chosen brand. At the centre of this ambitious project was the production of a new TV spot as a key element. The resulting project not only increased the effectiveness of the campaigns, but also strengthened the brand’s position in the market. How were the challenges of ad production and the strict regulatory conditions managed? This is what Jiří Pejša, a sales and marketing expert, now interim manager of BM4U, reveals in his article.
The U Zeleného stromu distillery, the second largest producer of spirits in the Czech Republic, has a tradition dating back to 1518. Its current form is the result of more than 500 years of tradition in the production of spirits. The success of the distillery is based on strategic brand building, whether it is the traditional ones such as Stará rye myslivecká or Hanácká vodka or new successful products such as B42V eccentric vodka and Heffron rum. These products have not only helped to consolidate their position on the Czech market, but have also opened the door to foreign markets, as evidenced by their growing market share.
In 2022, management decided to focus on transforming the selected brand. This change was intended not only to appeal to a wider audience, but also to highlight the unique values of the brand and support its perception as a key player in the premium spirits segment.
Challenges and opportunities in repositioning a brand
During the repositioning of the selected brand, the team faced several major challenges. The first problem was the lack of competence of the marketing team, which was particularly evident when preparing the brief for the advertising agencies. This shortcoming could have led to mistakes that would have wasted time and money.
Another major challenge was the production of the TV spot itself. Brand image is subjective and requires a sensitive approach to detail to ensure the final spot fits the strategy. Added to this were the strict regulatory conditions for alcohol advertising, the breach of which could delay the campaign or require it to be redesigned and therefore increase the budget.
On the other hand, the project offered significant opportunities to improve internal processes. The competences of the marketing team were strengthened and standards were created that can be applied to other projects. In addition, it was possible to strengthen the brand’s position in the market through effective communication of the new positioning.
From strategy to implementation
The implementation of the project started with defining the brand positioning and preparing a plan. As the board member responsible for strategy, I ensured the precise preparation of all key phases. Together with the marketing manager, we prepared the brief, which was a critical point in the whole process. This brief was then discussed with the agencies during preparatory meetings, ensuring it was understood correctly and eliminating potential biases.
After the selection of the agency, the production phase of the TV spot followed. The set checkpoints allowed to monitor the progress of the production and ensure the quality of the output. The creative team faced weather-related challenges during the shoot, which required a flexible approach and quick decision-making.
The repositioning required not only meticulous planning, but also the ability to react quickly to unexpected problems, such as comments from the Advertising Council. Marketing research was also an important part of the project, testing consumer perceptions of the campaign. Its results provided valuable information for the final adjustments to the campaign.
Successful launch of the campaign
The advertising campaign was launched on schedule and without exceeding the budget. Marketing research confirmed that consumers perceive the new TV spot as defined in the strategic brief. Positive consumer reactions were measurable in the first weeks of the campaign in terms of brand perception, both in terms of familiarity and desired associations.
In addition, the project contributed to the growth of the marketing team’s competences. These newly acquired skills and experience will also be used in the implementation of future campaigns, underlining the long-term benefits of the project for the company.
Conclusion and inspiration
The story of the brand’s transformation shows the importance of precise planning, attention to detail and the ability to lead a team towards a common goal. Even seemingly routine projects can yield important lessons. The key was not only to create an effective campaign, but also to strengthen the brand’s position in the market and increase the competence of the entire team.
The BM4U team once again demonstrated their experience and ability to turn challenges into opportunities. If you are looking for partners to tackle complex projects that can turn crises into growth, we are here for you.