Molson Coors Beverage Company has confirmed actor and UNICEF Goodwill Ambassador Orlando Bloom as the new brand ambassador for Staropramen, the number one Prague beer in the world.
The move builds on the brand’s nine per cent value sales growth in the UK off trade over the last year.
Bloom, who will next be seen starring in Sony Pictures’ Gran Turismo on August 11 and A24’s Wizards!, will be featured in a new Staropramen TV ad this year. He also will soon begin production on the boxing thriller THE CUT.
The television spot and supporting ATL, media and social media activity will focus on the 150 -year history of the Prague beer, marking the next phase of Staropramen’s "Brewed by Experts, for Experts" campaign.
The campaign centres around Staropramen’s track record of serving some of the world’s most discerning drinkers in the beer capital of the world, and a beer that is synonymous with brewing expertise.
The new ad is set in Prague and features Bloom explaining his links to the city, having lived and worked there for a number of years, and how its discerning beer culture emerged. Bloom journeys through some of the city’s iconic locations, from its sun-soaked terraces to underground tunnels, before trying to discover the secrets of Prague’s most famous beer at the Staropramen brewery.
“I’m really happy to be representing such a quality product like Staropramen," said Bloom. "I think it’s important to partner with brands that practice what they preach. The team at Staropramen talk about quality and expertise a lot and, when it comes down to it, this is a great-tasting beer, brewed by some incredibly talented people. “I fell in love with Prague when I lived and worked there for a few years. It’s a wonderful city filled with amazing people but they’re a tough crowd to please when it comes to beer. Staropramen has been catering to this discerning audience for well over a century, which tells you just how good it is.”
Debbie Mack, Beer Brands Director for EMEA APAC at Molson Coors, said: “Orlando is the perfect partner for Staropramen – he is a master of his trade, just like our brew masters, and has a special affinity with Prague having lived there for several years. He knows the city, the culture and, importantly, he knows how seriously the people there take their beer. “Staropramen’s brand is all about celebrating world-class expertise. Who better to represent this than a globally recognised acting talent like Orlando? “Prague is home to some of the world’s finest expert brewers and is one of the most discerning and hard-to-please beer cultures in the world. This campaign and our partnership with Orlando is a celebration of Staropramen’s birthplace and our beer’s relationship with those who appreciate expertise.”
