Miller Brand sis set to roll out an experiential campaign called ‘Czech Mates’ for Kozel lager.
Following a trial, the new phase of the sampling activity, which will take place in several cities throughout the UK, will start in April, with Kozel ambassadors Billy and Kristina asking consumers to answer questions about their friends.
Each participant has to answer three questions correctly to win a 2-for-1 Kozel beer token, which is redeemable at the bar.
Lucy Jordan, director of customer marketing for Miller Brands, said: “The first phase of the experiential activity was really successful, so we decided to roll it out until the end of 2012. This activity allows us to encourage consumer trial and support sales of Kozel in outlets.”