Ciucaș - Entering top 3 beers in Romania

Information

Campaign: Entering top 3 beers in Romania
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency:GMP Advertising

Background/Objectives

Strategy

Results

Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war.

Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever.

Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014.