Login / Register

From Design Drafts to Refreshing Draughts: The Kozel Mix Promotion Tale

The Challenge

Promote the new Kozel mix, during Romanian Design Week.

The Solution

Authentically connect with influencers, to create content about Kozel at RDW 2023.

The Results Summary

43K Reach from 76 pieces of UGC




Social Interactions


User Generated Content Pieces



Kozel is the most loved Czech beer in the world, with 2 flagship flavors – Kozel Premium and Kozel Dark. The first batch of Kozel is a dark beer brewed in a 60 hectolitre cauldron on 15 December 1874 in a small brewery in Velké Popovice.
The brand in Romania is under Ursus Breweries’ banner.

The Challenge

Promote the new Kozel mix, during Romanian Design Week 2023.

The Solution

With strategic planning and keen attention to contemporary digital marketing trends, Kozel set their sights on using the unique atmosphere of a design conference (RDW 2023), sprinkling in the magnetism of influencers to amplify their reach and accentuate their brand message.

13 micro-influencers were chosen based on their previous performance, overall content quality and brand match. They given free reign to explore the event and a voucher to treat their friends at partner locations.
Here they got a chance to savour the unique combination of Kozel Premium and Kozel Dark, a first of this kind in Romania.

First, influencers explored Romanian Design Week and shared their perspectives and favorite locations/pieces with their followers. This primed the audience for the next wave of content.

Second, they got a chance to try out specific pours of beer under the supervision of trained professionals. This positioned the brand was close to design, art, with a mature view on society.

Third, Kozel pairs wonderfully with meals served inside or outside, in the company of great friends or partners. The third wave of content was all about connecting with the ones you care about, through a refreshing beer mix.

Overall influencers created content in 3 different contexts, offering new sides of a beer brand in the Romanian market.

The Results Summary

The experience of combining Romanian Design Week and a beer brand was unique – with a Reach of over 43K and more than 7.8K social interactions.

Followers enjoyed the content immensely, were put in front of a new ways to enjoy Kozel and responded accordingly, with comments such as:

    • “We love the beer”
    • “This made me curious about the beer”
    • “Would love to taste the dark beer”

Strategic collaborations, combined with insightful influencer partnerships, are key to increasing brand awareness and boosting social reach.

Read more case studies

Cramele Cotnari restarts HoReCa by blending online UGC to drive offline awareness

Read more

UGC+influencer contest = the perfect summer combination for Jack Honey

Read more

Nescafe targets coffee lovers and achieves a CTR increase of over 8X using Social Display

Read more