Premium world beer Pravha has unveiled its first UK ad campaign in a major brand overhaul. Molson Coors’ multimillion-pound investment, including a refreshed packaging design, follows Pravha’s national launch into supermarkets and c-stores. A 4% ABV pilsner, Pravha has the bold flavours of a traditional, high-quality Czech pilsner but is crisp, light tasting and refreshing. The dual characteristics are reflected in the campaign’s strapline, ‘A balance of bold flavour and light taste,’ with the balance portrayed through arresting metaphors including a megaphone perched on a bubble and a shark’s jaw sitting on a tulip.

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