Campaign: Live Beyond What IfsBrand: Beck'sClient: Bergenbier SALead Agency: Fractal Communications
Public Case Summary:Years of focusing on German Purity Law have turned Beck’s into a quality brand, but also into a stiff, cold and distant brand. On a mission to rekindle an emotional connection to premium beer consumers, Beck’s was forced to tweak and revise the first local equity campaign in years as the global pandemic hit Romania. Adapted to the new reality of our times, Live Beyond What Ifs managed to improve key brand performance indicators and have the highest share of segment increase among all premium beers.
Team: Alex Petrescu // Strategy x Creative Director Fractal Communications, Mina Ionescu // Head of Digital Fractal Communications, Alecsandra Apostolescu // Senior Planner Fractal Communications, Mihai Țițirig // Senior Copywriter Fractal Communications, Melania Adam // PR Consultant Fractal Communications, Mădălina Gogu // Account Director Fractal Communications, Elena Grigore // Account Manager Fractal Communications, Cristina Airinei // Senior Digital Account Manager Fractal Communications, Octavian Aftanasă // Social Media Manager Fractal Communications, Cristian Nichita // Senior Art Director Fractal Communications, Ioana Albu // Digital & Media Manager Bergenbier SA, Ramona Radu // Marketing Director Molson Coors Romania Bergenbier SA, Andrei Constantin // Senior Brand Manager Premium Brands & Portfolio Bergenbier SA, Andreea Nistor // Brand Manager Bergenbier SA, Agatha Müler // Senior Art Director