Lumen’s design runs to Space

Here in Lumen, we all agree that the restyling of Velkopopovicky Kozel is one of our best projects. Kozel is the most successful Czech beer sold abroad, and you could easily find it in bars of Eastern Europe, or even in some pubs in the UK.

According to the Euromonitor International research agency, in 2011 Kozel has been the N° 1 beer in the world in term of market growth and sales. But conquering the world wasn’t enough, they also wanted to conquer the space.

Kozel then instructed Aleksandr ‘russos’ Popov and Den ‘netwind’ Efremov, two amateur russian explorers with the hobby of launching weather ballons in the upper atmosphere, to accomplish the mission: send the Kozel beer into space – or more likely, to the stratosphere. To make this unusual experiment more interesting, it has been arranged a competition between the light and the dark versions of the beer: which one would reach the highest altitude?

Of course the mission didn’t have only an experimental purpose, but also a promotional one: the launch has been supported by a campaign for the Russian market both on a dedicated website and the social media. With the promise of a year-long beer supply, users were asked to vote which type of beer would reach the highest height – however, voting wasn’t enough: to get eligible to win the prize, every user had to “bet themselves”: in case their beer bet is winning, they have to perform something; the more this performance is considered interesting/ridiculous, the more votes by other users/friends it can get; the more votes it gets, the higher the chances of winning the final prize are. A simple ‘social mechanism’, but very effective for the viral spread of the news.

Eventually, the winner of the race has been the dark beer, which reached the respectable height of 21,750 m., while the light beer stopped at 20,180 m.

Honestly speaking, when we designed Kozel bottles and cans, we expected to see them on the pub’s desks, or houses’ tables, but we would have never imagined to see our favourite goat reach even the stratosphere.

You can also watch the spectacular full video of the mission here on YouTube, or -if you know Russian- you can read Popov’s post on his Livejournal with pictures of the making-of.

So long, guys!

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