Staropramen, Prague’s No.1 beer in the world, yesterday launched its new campaign “Staropramen Sofa”. This unique campaign that was designed for Staropramen International by agency BBDO Zagreb will unveil the ultimate beer sofa, a designer piece of furniture tailored to the everyday needs of fans of Staropramen beer.
“Staropramen Sofa” has a range of accessories that make it a unique for living space, and the most important are the integrated refrigerator that can hold up to 14 bottles of Staropramen (no more need to go to the kitchen in the middle of a series), integrated Bluetooth speaker (because the party begins on the couch), shelves for books and magazines (because the party also ends on the couch), and an integrated socket for charging various gadgets (because the couch is the best place to fill your ‘batteries). Staropramen Sofa is produced in a limited number of copies, and the design and production of this special piece of furniture is signed by the famous Zagreb design agency Brigada.
“This year was marked by large cross-country projects for Staropramen, and this is another form of support for our international premium brand that focuses on the needs and desires of our customers. Cooperation with the agency BBDO Zagreb, which is the initiator of the campaign, always pleases us, and we are especially grateful to the team from Brigada, which turned our ideas into a beautifully designed reality,” said Ana Krstulović, Senior Brand Manager Staropramen Molson Coors Europe.
“The most important design characteristic of Staropramen Sofa are the many features available to the user at hand’s reach, which needed to be implemented into a single element, while maintaining the comfort of a classic sofa. By working closely with Staropramen team and the agency BBDO, we were able to create a sofa that holds a fridge, speakers, charger and some hidden details that elevate the experience of socializing and drinking beer. Pleasant materials and clean lines define the element and additional options make it visually and tactilely attractive,” said Dominik Cergna, product designer from Brigada’s team.
“Everything starts from users / consumers and their habits, desires, what makes them tick. So this idea gives a new dimension to a well-known beer brand. We are happy to work on projects that deviate from the classical and the seen, and Staropramen Sofa is exactly one such idea, conceptualized and designed as a completely new product that takes the brand experience far beyond the usual point-of-sale and puts it in the middle of the living space of consumers – permanently,” added Tonči Klarić, creative director of BBDO.
The “Staropramen Sofa” project will be implemented in 5 different markets of the CEE region: Croatia, Bulgaria, Hungary, Serbia and Montenegro, and everyone will be able to participate in it through a big contest on social networks. The competition titled “Staropramen&Chill” invites users to use a custom made app to share photos and descriptions of their favorite sites or places where they enjoy Staropramen. The jury that will choose the most creative winners of the limited edition of Staropramen sofas consists of the marketing team of Staropramen and the agency team of BBDO.
