Budějovický Budvar: From a Traditional Beer Icon to a Trendsetter

n an article for Marketing & Media, CEO of Ogilvy Ondřej Obluk looks at how Budějovický Budvar has evolved from a traditional icon of the beer world into a strong brand with a long-term, well-thought-out communication strategy. It is one of the best-known Czech brands with a long history and, at the same time, a national enterprise operating under different conditions than typical commercial brands.

A key role in this shift was the ability to respond to changes in the market and to work with communication in a systematic, long-term way. One-off campaigns are not enough; what is essential is a consistent approach that has allowed the brand to remain relevant.

Ogilvy has been involved in this approach as the brand’s long-term communication partner. The result is a Gold Effie Awards for long-term brand building, which Budějovický Budvar received in this flagship category.