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
POP
Trade Display - Relaxation Ritual
Other
Metro Station-Relaxation
