Campaign: Taking over economy beer leadershipClient: URSUS BreweriesBrand: CiucașEntrant Agency: GMP Advertising
Background/objectives: In summer 2014, Ciucaș had to close the gap with the segment leader & to become #1 in economy, by further building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature-relaxation territory by tapping into a relevant insight about consumers. It exploited the way they spend their leisure time in nature and gave it the importance it deserved.
Results: Ciucaș surpassed all its objectives and became economy leader from July 2014.