Gods Of The Mountain Or How One Local Beer Brand Reached Uncharted Territories
The brief
We were challenged by Pirinsko to build brand trust while bringing its image even closer to nature. To add an extra dimension to the task, Pirinsko just launched their new sub-brand Pirinsko ICE. Cooled to -1 ° C during filtration, allowing long-lasting storage of aromas and giving an icy, refreshing crisp taste. It had to be presented in an equally impressive manner.
Quite an undertaking when the brand’s name stems from the mountain’s name, as this is the place from which they use water to produce the beer.
AAAND… much of their creative efforts so far have already been based on concepts related to mountains, nature, leisure time.
We needed to bring all that a step further, and show that Pirinsko is not your average Bulgarian beer brand.
Our spark and outcome
Where is the ice?
At the top of the mountain.
And the place where any experienced mountaineer would like to have a beer?
Again, at the top of the mountain. Let’s go.
On 30th June Pirinsko stunned hikers in the most wholesome way possible. Who would not like to have an ice-cold beer at the highest point of a mountain?
That’s right, we did it, we brought the new series Pirinsko ICE to the place where it is most desired and yet hardest to reach. Our team walked the extra mile to bring large ice packs to the tallest peak in Pirin mountain, Vihren (2,914 meters or 9,560 ft, it is Bulgaria’s second and the Balkans’ third-highest).
For what can be considered the #firstinbulgaria high altitude beer sampling.
Hikers were excited and happy and understandably so since all you want after a 3-hour trip is to sit and relish the fact you managed to get to the peak. The people were united by the common accomplishment and the opportunity to share a beer, which they were exceptionally thrilled about.
“ YOU ARE GODS” — said an experienced hiker while grabbing Pirinsko ICE from the refrigerated bag.
It is worth mentioning that while the team was more than ready to take care of the empty bottles, most people put the glass in their backpacks and assured us they would recycle.
And here are some comments from people who were there
Kiril Yanakiev: Such machines (we like to think that Kiril means it as “our team tirelessly getting those beers to the top”), no matter the number of conquered peaks under my belt, I have never experienced anything like that. Unique
Yordan Vodev: They hit the bull’s eye with this one. Down at the starting point of the trip, I said: “What a dream would it be to have an ice-cold beer up there”, to be honest, we always say how awesome that would be but this time it actually happened. :D
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creative director: angel iskrev
creative lead: maksim stoimenov
junior copywriter: tsvetoslav tsonev — tsuro
client service director: sava ahmakov
account director: sanya stefanova
account executive: toni gradinarov
web designer: martina misheva
production: Bashmotion
director: Bashmotion
logistic: Bashmotion&proof.
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