Ciucaș - Taking over economy beer leadership

Information

Campaign: Taking over economy beer leadership
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising

Background/Objectives
Strategy
Results

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.

TV

TV Spot

Play Video

POP

Trade Display - Relaxation Ritual

Other

Metro Station-Relaxation

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