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By Gillian West, Social media manager

April 29, 2013 | 2 min read

Premium Bulgarian beer owned by Heineken, Zagorka, has worked with BBH London on a campaign that aims to disrupt the traditional local media landscape and position the brand within the marketplace.

BBH was tasked with getting young Bulgarians to re-engage with the brand that has increasingly become part of Bulgaria’s past due to an influx of foreign brands as well as reminding and reaffirming to potential customers that Zagorka has more to it, in its story and its taste.

‘A taste less ordinary’, reframes Zagorka as the opposite of ordinary and hopes to offer the audience something surprising and entertaining but also unfamiliar. The campaign features a series of seven TV adverts showing a sequence of increasingly bizarre events taking place in a bar where two regulars are enjoying a drink.

The films are accompanied by outdoor print executions capturing the range of unusual characters from the TV execution hesitant to open Zagorka in case the unpredictable happens.

BBH London creative director, Pablo Marques, commented: “Zagorka has the foundations of a great beer brand: a distinctive taste and a unique national heritage. It used to be known affectionately by locals as 'the special beer'. ‘A taste less ordinary’ is a charming idea which aims to remind people that Zagorka is far from a dull local brew. It serves as good creative framework for the brand and it can be subverted, parodied and owned over time.”

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...

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