When Kozel, the international beer with a playful spirit, landed in Romania in 2022, we crafted a PR campaign designed to be as bold and authentic as the brand itself.

Our approach was rooted in unconventional storytelling, sparking conversations and elevating Kozel as a quality, international beer with a distinctive voice. This wasn’t just a launch: it was a PR moment that put Kozel at the top of everyone’s radar.

Through a two-phased PR strategy: a mysterious teaser followed by a high-impact reveal event targeting media and influencers, we sparked curiosity, drove massive media coverage, and together with our colegues from Highlight Agency, we showed what PR and BTL can do together.

The campaign delivered:

67 media appearances, with 59 earned articles and 8 advertorials.

270 social media posts, organically generated by journalists, influencers, and attendees.

4 million total reach, amplifying the brand’s story far and wide.

200 key attendees – journalists, influencers, and opinion leaders – driving buzz from the heart of the action.