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
