Actor and UNICEF Goodwill Ambassador Orlando Bloom was chosen as the brand ambassador for Staropramen for 2023 and 2024.

The brand’s positioning is “For experts, by experts”. Orlando was the perfect partner for Staropramen; he is an expert in film, and has a special affinity with Prague having lived there for several years.

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.

The brand’s TV advert is set in Prague and features Orlando Bloom explaining his links to the city, and how it’s beer culture emerged.

The campaign is run TTL with various social media assets, in trade activations, PR and experiential events taking place throughout the year.