You’ve probably read about how your company should ‘bring meaning’ or ‘have a greater purpose’ but often it’s difficult to see how you relate that to your own market or product.
The family-owned Bernard brewery in Humpolec Czech Republic doesn’t seem to have a problem articulating themselves in their issue-based advertising campaigns.
They pick their battles and take aim at issues in their market that trouble them and their customers – people who like good beer.
In the first ad they’re campaigning against beer being sold in PET (plastic) bottles. Whether it truly affects the taste or not is a matter for debate but Bernard’s signature bottle style contrasts with the plastic bottle, implying quality.
In the second the brewery’s mascot, Bernard is dressed as a border guard, protecting the country from the invasion of ‘Eurobeer’ – a poke at the effects of foreign management of Czech breweries by multinational brewery groups.
It’s worth noting that Bernard have built a solid fan base and a reputation for being independently run and outspoken. If your brand doesn’t have that kind of history then your work will be tougher!