Last year, Plzeňský Prazdroj fundamentally changed the presentation of its brands in public space. He has begun to install more sober advertising at pubs and restaurants, where he supplies beer, and in collaboration with their owners, is adapting the exterior of businesses to reduce visual smog in the streets of towns and villages.
“Since January this year alone, we have adjusted over two thousand companies in cooperation with the pubs. A more moderate pub presentation, clearer labels, better customer navigation and energy savings. These are the reasons why the pubs themselves are increasingly contacting us and wanting a change. This year alone, at the request of the pubs, we have prepared a thousand visualizations with the proposed modifications, “says Markéta Bláhová, who is in charge of the project.
Exterior changes and the replacement of brightly lit banners with moderate advertising elements also bring savings. “If we count all the changed establishments, then the annual electricity savings represent 252,000 kilowatt hours, ie about as much as one hundred households consume. In addition, we have set ourselves the goal of reducing the amount of plastic produced, which we are succeeding in thanks to the new protrusions. This year alone, it is a matter of saving sixteen cubic meters of plastic, which is the volume of a smaller pool near the family house, ”adds Bláhová.
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Restaurants that are undergoing a gradual visual change are not the only ones. With the redesign and advent of the modern look comes the previously unsightly rural self-service stores COOP. Investments often reach tens of millions of crowns.
“The choice of a building for reconstruction is always determined by the local situation and also by whether we own the building or are rented. Our specificity is also that each store is unique, and everything has to be done individually, ”explains Lukáš Němčík, spokesman for the COOP network.
The investment depends on the extent of the reconstruction. “Minor repairs are in the order of hundreds of thousands and complete reconstructions in the order of millions to tens of millions of crowns. A new item is represented by new equipment and technologies, “Němčík calculates and adds that there are several reasons for modernization.
According to him, it is essential to improve the shopping environment for customers and their comfort, for example, thanks to better clarity of the assortment. The second important factor is the improvement of the energy intensity of stores aimed at energy savings. “These are, for example, the implementation of photovoltaic power plants or saving technologies, so we already have low-energy stores in small municipalities,” the spokesman added.
See how visual smog is evaluated by Adam Gebrian
