The "Pride, Progress, Rome" campaign for Zlaty Bazant leverages a nostalgic yet authentic approach to reinforce the brand’s heritage and craftsmanship, emphasizing a deep respect for tradition in beer-making. By revisiting the year 1973—the original launch date of the Zlaty Bazant 73 beer—the campaign positions the brand as one that values quality and persistence through time, linking past and present pride in Slovakian brewing. The choice to collaborate with a renowned cinematographer known for iconic 1970s films and graphic designers restricted to analog techniques underlines a commitment to genuine artistry and manual skill, subtly contrasting modern mass production with handcrafted authenticity.
The campaign’s market strategy is rooted in tapping into cultural memory and a sense of national pride among Slovak consumers, particularly those who can appreciate or remember the 1970s era. By utilizing period-specific visual styles and filmmaking, it targets an audience that values heritage and craftsmanship in their alcoholic beverages. This approach differentiates Zlaty Bazant in the competitive alcoholic drinks sector by emphasizing tangible artistry and history over contemporary digital aesthetics. The creative angle highlights the meticulous handwork behind both the product and its promotion, reinforcing trust and emotional connection with consumers who seek quality grounded in tradition. This narrative-driven, heritage-focused strategy aims to deepen brand loyalty by positioning Zlaty Bazant not just as a beer, but as a cultural icon with enduring relevance.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign fits FORMAT#12 because it deliberately recreates the look, feel, and artistic sensibilities of the 1970s, both by inviting a legendary 1970s cinematographer and by limiting graphic design to era-specific techniques. The overt intent to mimic the 70s’ film and poster aesthetics is a direct act of borrowing a previous era’s cultural codes. There is no evidence of a classic narrative arc or problem–solution framing—instead, the creative driver is homage and stylistic emulation, making "Parody or Borrowed Format" the most accurate classification.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Heineken – Market Positioning
Heineken positions itself as a premium international lager with a strong global footprint. It emphasizes consistent quality, a refreshing taste, and modern branding that appeals to urban, cosmopolitan consumers. Heineken’s marketing often highlights sociability, fun, and cosmopolitan lifestyles, targeting young adults who value trendy, high-quality beer experiences.
2. Pilsner Urquell – Market Positioning
Pilsner Urquell leverages its heritage as the world’s first pilsner beer, emphasizing authenticity, tradition, and craftsmanship. It differentiates through its original brewing method and rich history dating back to 1842, appealing to consumers who value premium quality beer with a strong sense of legacy and European brewing tradition.
3. Krušovice – Market Positioning
Krušovice is positioned as a classic Czech beer brand with royal heritage, marketed as a premium yet accessible beer offering bold taste. It appeals mainly to consumers interested in historic legacy blends combined with consistent quality, focusing on tradition and craftsmanship distinctive to Central European beer culture.
4. Topvar – Market Positioning
Topvar brands itself as a traditional Slovak beer with a focus on local identity, quality ingredients, and a rich malt flavor. It differentiates by emphasizing craftsmanship and national pride, targeting Slovak consumers who prefer authentic, local beer brands that reflect regional taste preferences and heritage.
5. Staropramen – Market Positioning
Staropramen promotes itself as a modern Czech lager with a balance between tradition and innovation. It targets younger audiences by blending historical brewing expertise with contemporary branding, aiming for urban consumers who seek approachable, smooth beers suitable for socializing and casual occasions.
Q: What is Pride, Progress, Rome about?
A: Pride, Progress, Rome is a 2016 campaign for Zlaty Bazant, created by Leo Burnett and launched in Slovakia. The campaign centers on a series of three TV films and accompanying posters, all crafted to authentically evoke the visual and emotional sensibilities of the 1970s, in homage to the original 1973 launch of Zlaty Bazant 73 beer. Legendary cinematographer Dodo Simoncic, renowned for his acclaimed work in 1970s cinema, was enlisted to direct the films, while three prominent graphic designers from the same era produced posters using only period-appropriate, hand-drawn techniques. This approach underscores a deep respect for heritage and craftsmanship in both brewing and advertising.
Q: What creative device does Pride, Progress, Rome use?
A: Pride, Progress, Rome employs the Parody or Borrowed Format, classified as FORMAT#12 in Clapboard’s 12-format taxonomy. This creative technique is defined by its deliberate recreation and homage to the visual and artistic codes of a previous era—in this case, the 1970s. By inviting a legendary cinematographer from that period and restricting poster design to analog, hand-rendered methods, the campaign borrows the look, feel, and sensibility of 1970s film and graphic art. According to Clapboard’s classification, this approach is a direct act of stylistic emulation rather than narrative storytelling.
Q: What is the campaign proposition for Pride, Progress, Rome?
A: The campaign proposition for Pride, Progress, Rome is to reinforce Zlaty Bazant’s heritage and craftsmanship by authentically revisiting the brand’s 1973 origins. Targeting Slovak consumers who value tradition and quality, the campaign positions Zlaty Bazant as a brand deeply rooted in national pride and artisanal skill. By collaborating with creative figures who defined the 1970s and emphasizing manual artistry over digital production, the campaign draws a clear distinction between handcrafted authenticity and modern mass production. This strategy seeks to deepen emotional connection and brand loyalty by celebrating the enduring relevance of Zlaty Bazant in Slovak culture.
Q: How does Pride, Progress, Rome rank in Clapboard's archive?
A: Pride, Progress, Rome holds a Clapboard Campaign Score of 67/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution in authentically recreating 1970s aesthetics, and its cultural relevance within the alcoholic drinks sector.
Q: Who are the competitors in Zlaty Bazant's category?
A: In the alcoholic drinks market, Zlaty Bazant competes with several established brands. Heineken positions itself as a premium international lager with a cosmopolitan, modern appeal, while Pilsner Urquell emphasizes its legacy as the original pilsner and a symbol of authentic European brewing tradition. Krušovice leverages its royal Czech heritage and bold taste to attract consumers seeking classic Central European beer culture. Topvar focuses on Slovak identity, quality ingredients, and regional pride, and Staropramen blends historical expertise with contemporary branding to appeal to urban consumers seeking approachable, social beers.
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