Task:
Develop a long-term communication platform for the Zatecky Gus brand.
We created a unique brand world, memorable characters, and the word "KHOROSHECHNO" (a playful term meaning "super good"), which reflects the state of mind when friends gather over a bottle of Zatecky Gus beer. Over more than 7 years of developing this platform, numerous advertising materials were created, all united by a single creative framework. As a result, the brand's characters have become a permanent part of the lexicon and meme culture in CIS countries.
Description:
ZATECKY GUS:
Khoroshechno
Khoroshechno
TV
2024
Khoroshechno mugs
2023
Relax Khoroshechno
2021
Hopfall
2020
Ruby
OLV
2022
Football
2022
Hammock
2021
Full of Zatec
2020
FootBarbecue
2020
Power Fishing
2020
Shaved Tinder
KV
Non-alcoholic Light
Alcoholic Light
Alcoholic Ruby
Non-alcoholic Ruby
Relax Khoroshechno
Brewed with Czech generosity
Brewed with roasted malt
Especially Khoroshechno
SPECIAL PROJECcts
Hell's Kitchen
Integration of the Zatecky Gus brand into the TV show "Hell's Kitchen." According to the plot, the brand character Pan Gus sent Konstantin Ivlev a package with a case of Zatecky Gus beer, which accidentally included a real goose. Throughout the season, Konstantin interacted with the goose in his office and enjoyed beer at the bar in a native advertising format.
2021
COMMENT OUT
2022
Integration into the online show Comment Out with a grand prize giveaway from the Zatecky Gus brand. Within the program, journalist Ksenia Sobchak and singer Zivert competed for the Khoroshechno prize — 70 boxes of Zatecky Gus beer.