SK
Slovak brand Zlatý Bažant has taken a bold step after 24 long years – it has changed the shape of its iconic bottle and at the same time said goodbye to the golden foil on the neck. The new design is cleaner, more modern, and clearly targets a younger generation of consumers. And since such a change deserves proper support at the point of sale, we at Dago had the opportunity to bring this novelty to store environments across Slovakia.
Our task was to create in-store communication that visually attracts attention, presents the new bottle shape, and at the same time strengthens the brand’s perception as modern and premium. This resulted in a comprehensive set of POS solutions – from pallet displays to cardboard stands – all connected by a unified visual language inspired by the campaign’s key message “Great taste without the frills.”
The design of the pallet displays was based on the silhouette of the new bottle, which we allowed to stand out into the space. We combined dark green tones with golden details and a prominent logo. The goal was to create a dominant carrier that would impress in-store not only by its size but also by its execution – while still remaining practical for different packaging formats. The campaign also included cardboard stands intended for the traditional trade channel, where we kept the same visual approach.
The entire concept is built on a simple idea: to show change while maintaining trust. The new bottle is not just a design tweak – it is a visual shift meant to remind consumers that a quality product can grow and evolve without losing its essence.
Zlatý Bažant Radler: When refreshment gets a summer story
Summer and radler go hand in hand. And for the Zlatý Bažant brand, this is doubly true. The summer visibility of Slovakia’s best-selling radler had to be not only eye-catching but also functional, fresh, and uncompromising. With this brief in mind, we at Dago created a set of POS solutions that clearly show customers that refreshment is literally within reach.
This year’s campaign revolves primarily around the new product – the smaller Zlatý Bažant Radler Mini 0.0 % in 0.33 l cans. These became the main driver of communication. For this variant, we prepared a complete set of POP media, including a striking double-pallet display, a pallet island, and a compact cardboard stand dominated by the communication of the small can, yet offering sufficient product stock. The entire in-store execution works with motifs of summer, fun, and simple impulse-driven choice.
Of course, the classic 0.5 l cans also deserved an appropriate presentation in the sales area – in the form of a single-pallet display that builds on the brand’s strong color code. A large silhouette of the can, motifs of a pier on the water, and the bold claim “Legendárne slovenské osvieženie.” The entire display feels clean, positive, and summery – while still retaining the premium character inseparably linked to Radler 0.0 %.
