Neumarkt - The proper men of the new generation

Information

Campaign: The Proper Men of the New Generation
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România

Background/Objectives
Strategy
Results

Background/objectives:

Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.

Strategy:

Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.

Results:

We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).

TV

Radio

OOH

Digital

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