At the beginning of 2023, ppm factum agency won the tender of Plzenský Prazdroj a.s. for a new BTL agency for the Birell brand. The subject of cooperation is to provide complete services in the field of promotional marketing.
As part of its development, the Birell brand no longer wants to profile itself only in the context of running races and sport in general, but also wants to enter the lifestyle segment.
Our cooperation can be divided into two main areas. The first is the realization of sampling campaigns and the second is the presentation of the brand at several small or large events across the Czech Republic.
During the sampling campaigns, our hostesses and promoters have distributed more than 400 000 Birell cans on the streets of Czech cities. This year we offered 4 limited editions in interesting and refreshing combinations for the summer season (Mango and Lemon, Cherry and Blackberry, Tangerine and Yuzu and Blueberry and Cranberry). With the arrival of autumn, the range then changed and the portfolio was expanded with the autumn limited editions of Apple and Plum and Pear and Quince.
Among the biggest and most interesting events we have realized for Birell, let's mention the participation in runs that are included in the Run Czech series: the PIM-Prague International Marathon, the Prague Half Marathon and the Birell 10 km run. Our hostesses handed out more than 35 000 samples at these 3 events alone.
Other events in which the cooperation got into full swing were summer music festivals. Among the biggest and most successful let's mention Beats for Love and Colours of Ostrava.
For the client at the festivals, a chill zone was created on an area of 1 400 m2, which successfully evoked the relaxed summer atmosphere and, thanks to 80 tons of sand, even the beach. To support the perfect experience, we also provided a fog gate, which was a great success in the summer heat.
During the festivals, the Birell zone was tapped with Birell Pale, Cherry and Blackberry, while Pomelo and Grep have long been the most popular. The absolute novelty of this year's festival season were three new non-alcoholic drinks, specially designed to take full advantage of all the flavours Birell has to offer.
Among the events that took place in the autumn, let's mention the successful completion of the year-long Behej Lesy running series, the very interesting participation in NATO Days 2023 in Ostrava or the presentation at the WRC Central European Rally in the Czech Republic.
During the winter break, we will be enthusiastically and diligently working on the brand's visual makeover and facelift of all the equipment you see at events in Birell zones. We want to get everything ready for the upcoming season and give the zone a fresh and modern look.
All of us at ppm factum a.s. appreciate our work for Plzenský Prazdroj a.s. and we are glad to be working for the Birell brand in the past year. We truly look forward to the challenges in the year ahead.