König Pilsener is making a statement with its new brand campaign, emphasizing self-determination and breaking societal norms. The iconic message "Heute ein König" is reinterpreted both visually and conceptually, celebrating people who find happiness in their own unique way. Whether through a day at the beach with their best friend, a road trip with their dog, or new hobbies like hobby horsing – König Pilsener shows that true kings are those who live life on their own terms.