Our brief was to drive trial of two variants of this Czech premium beer in the UK and Sweden on a miniscule budget. The origins of Krušovice date back to 1517 when the brewery was founded in the Czech region of Bohemia, the heart of the Czech brewing tradition. In 1581 it was bought by Emperor Rudolf II and has been supplying the kings of Bohemia ever since. This back-story helped inspire our campaign line – Brewed for Kings - a reference to the brand’s origin and a promise for today’s ‘kings’ of the bar. The campaign idea places the two products – Imperial and Cerné – as competing princes striving for the throne. The communications ask bar tenders and drinkers to taste both, take sides and choose one driving both both trial and advocacy.