Even in a beer-loving country like ours, only a true icon like Pilsner Urquell can step beyond its own category. To prove it, we challenged champagne as the "official fancy-event drink" by putting a proper pint of Pilsner Urquell in the hands of celebrities at the country's most high-end festival — Karlovy Vary International Film Festival — and provoked even more by introducing a new claim for the event: "The best bubbles in Karlovy Vary."

It was so successful that it became the brand's official long-term claim for the festival, helping Pilsner Urquell strengthen its association with the event and beat iconic local brands that had owned the top spots for years.