To further boost brand awareness and drive product trial, building on the payoff ‘there’s a village inside’, following the success of Birra Kozel’s 2021 launch campaign in Italy, which made the goat Olda go viral.
The Kozel Village was born, in the shadow of the giant goat Olda, bringing to life the brand’s payoff ‘there’s a village inside’ . The project began with a digital teasing storytelling campaign that anticipated the village opening in Milan, supported by a group of Olda’s old and new friends, including Frank Matano, the TV host Nina Palmieri, and the sport journalist Pierluigi Pardo. At the heart of the project were three days beneath the giant goat in Milan’s Piazza Gae Aulenti, where visitors experienced the spirit of Olda’s original Czech village through a variety of activities: Kozel beer tastings, a Barber Shop and Olda Salon for beard and haircut touch-ups, interactive photo corners, traditional village games, and live music performances by the Kozel marching band. Through an ‘on-tour’ format, the Kozel Village—built as a pop-up—continued its journey across strategic locations and events in Northern Italy, bringing the Village spirit to Padua and Turin.
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