Budweiser Budvar / Czechvar

Brand positioning & communication brief development

Anheuser-Busch had famously been involved in protracted litigation with the owners of the original Budweiser brand, based in the Czech Republic, before eventually settling the dispute and ending up with the distribution rights in the US. Our challenge was to find a unique positioning for the Czech brand that would be both motivating in its own right, and was clearly differentiated from the giant U.S. Budweiser brand.