Timişoreana - The Story of Leadership Goes On

Information

Campaign: The Story of Leadership Goes On
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Contributing Agency: Media Investment

Background/Objectives

Strategy

Results

Background/objectives:

Timisoreana had to strengthen market leadership in an increasingly competitive and downtrading environment, and bravely follow a long-term growth vision based on differentiation and consistency.

Strategy:

In a time when beer category is mostly about jokes and friends chatting superficially, Timisoreana focused on true human values that bring us together. Year on year the brand told relevant stories about people’s lives and values.

Results:

Timisoreana achieved 10 years of leadership by building long-term brand equity with strong relevance and appeal, instead of chasing short-term, easy gains through pricing and promotions.