Do it your way: Budvar 33 in a new Ogilvy campaign targets Gen Z

The campaign is built on a series of five ten-second spots with a single goal: to inspire young people who are curious and eager to try new things to break out of their everyday routine and reach for Budvar 33, a beer that stands out just like they do.

“In the Budvar 33 campaign we aimed to connect as much as possible with Gen Z culture. We know their lifestyle is not about going out just to sit down for a beer. Beer has to fit naturally into their vibe, into the moment and context. Simply put, Gen Z will not come to the beer, the beer has to come to them. That is why we talk about festivals, sunsets, love, and why our message says enjoy Budvar 33 in your own way. Thanks to in-depth conversations with Gen Z representatives we know this creative strategy resonates with them. And we believe that together with other Budvar activities Budvar 33 has the potential to become their favorite choice,” says Adam Špina, Head of Strategy at Ogilvy.

“Gen Z is extremely sensitive when someone enters their world and borrows their aesthetics and vocabulary. It is a minefield where a single wrong step can trigger an explosion of cringe and a storm of ironic comments. That is why we collaborated directly with people from this uncompromising generation. Before we arrived at the final concept we went through several rounds of their brutally honest feedback,” says Richard Kolbe, Creative Group Head at Ogilvy.

For Budvar the campaign “Do it your way” is another step in the long-term effort to connect with younger audiences and to show that even a traditional brewery can be modern and relevant.

“Budvar 33 has done things its own way from the start, it is the first bitter lager from Budvar. But it is not only about the taste profile. From its launch we have positioned Budvar 33 as a young, confident and fun brand especially for younger consumers. It brings fresh energy into a brewery traditionally seen as classic and moves the Budvar brand closer to young people. That is exactly what we wanted to create with this year’s campaign – confident, authentic and with a clear point of view,” says Gabriela Kudrnáčová, Marketing Manager of Budweiser Budvar for the Czech market.

The summer campaign for Budvar 33 runs from August 4 to October 31, 2025 and includes TV, online, OOH, social media and point-of-sale communication.

Campaign credits:

Timing: August 4 – October 31, 2025
Formats: TV, OOH, online, point of sale
Creative: Ogilvy
Online media: Publicis Groupe
Production: OFICINA

Chief Creative Officer: Martin Svetlík
Creative Group Head: Richard Kolbe
Art Director: Michal Janči
Strategy Director: Adam Špina
Strategic Planner: Nikola Klepáčková
Account Director: Anastasia Sochneva
Account Management: Tereza Kozlová, Kryštof Polák