This document discusses nostalgia and how retro trends are appealing to young people. It then summarizes the marketing campaign for the Zlatý Bažant '73 beer. The campaign involved producing a 1973 vintage beer, opening a pop-up pub from the 1970s, creating retro advertising, sponsoring events with a mobile pub that toured cities, and garnering award recognition. The campaign was a success due to triggering creativity, staying true to brand identity, maintaining consistency, utilizing all opportunities, and integrating old and new elements.

1. Film

2. NOSTALGIA
&

3. NOSTALGIA
nostalgia
[no-stal-juh, -jee-uh, nuh-]
Noun
1. A wistful desire to return in thought or in fact to a former time in one's
life, to one's home or homeland, or to one's family and friends; a
sentimental yearning for the happiness of a former place or time: a
nostalgia for his college days.
2. Something that elicits or displays nostalgia.

5. χρυσούν γένος
chryseon genos

6. The Reminiscence Bump

9. Oh, those
were the
days…Cool shit…

10. 1950‘s 1960‘s 1970‘s 1980‘s 1990‘s 2000‘s 2010‘s

11. Why is Retro attractive to
young people?

13. Voyeurism & time travel

14. 1) Your childhood memories coincide with
your parents‘ best times

15. 2) You‘re impacted by the collective memory
of your environment

18. 4,5%
Beer brewed according to oldest known brewlog from
April 16, 1973. Attractive aroma & full, balanced body.
With original bottle and label design from 1973.
DOUBLE
MASHING
6 WEEKS
BREWING
SPECIAL YEAST
SHELF LIFE
Only 18 WEEKS
alcohol volume
Zlatý Bažant ’73 product concept

19. Zlatý Bažant ’73
pop-up pub Pohostinstvo ‘73

20. Zlatý Bažant ’73
pop-up pub Pohostinstvo ‘73

21. Zlatý Bažant ’73
retro KVs

22. Zlatý Bažant ’73
Retro weather forecast

23. Zlatý Bažant ’73
retro OOH

24. The Showcase
During the last week, the showcase was given to
the hands of ZB’73 facebook fans, who could
compete for the best slogan, which would be
then presented in the showcase for everyone to
see.
The winner was chosen from
more than 200 proposals

25. Traditional media
& retro creative concept
OOH PRINT RADIO
Click to play radio spot

26. Retro Weather Forecast with
sponsorship message
The Idea
In order to present consumers with real
experience of the ‘70s popular weather forecast
on the most viewed Slovak station TV Markiza
was completely transformed to its ‘70s version
To present the connection with brand old TV
concept of newscaster was used for the
sponsorship message of the forecast

27. Retro Weather Forecast with
sponsorship message
Bringing the retro back
Instead of popular
weather forecast on
favorite TV station
To introduce the
product the forecast
was accompanied by
sponsorship
messages
We showed viewers
forecast that looked
like the 70ties

28. Retro Weather Forecast with
sponsorship message
Teasing and media support
TV liked the concept so much it prepared its own media support
through other TV programs and online to inform about the
upcoming special forecast and attract viewers to watch
social media
Teleráno
(popular morning show)
Reflex
(news tv magazine)
PR article
www.markiza.sk

29. Bažant Kinematograf
Garden Pub ’73
Summer version of Pub ‘73 with retro stand and
draft beer
The Garden Pub ‘73 travelled with Bazant
Kinematograf across 31 citites during 135 days

30. Student festival sponsorship

31. Zlatý Bažant ’73
online

32. Zlatý Bažant ’73
BEST CAMPAIGN AWARD!

33. Zlatý Bažant ’73
turning drawback into advantage
WE’RE OUT OF STOCK
DUE TO HIGH DEMAND!
However, we cannot
speed up the 6 weeks
brewing process.
Please, be patient.

34. Zlatý Bažant ’73
key learnings & rules
1. Retro triggers creativity
2. Be true to yourself
3. Be consistent
4. Use every opportunity
5. Integrate old and new

35. CHEERS,
SLOVAKIA!