Neumarkt - The Strong and Bitterish Taste

Information

Campaign: The Strong and Bitterish Taste
Client: Heineken România
Brand: Neumarkt
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: Starcom Mediavest Group

Background/Objectives

Strategy

Results

Background/objectives: With the ambition to get out of the niche and become a strong player in the highly competitive beer market, Neumarkt needed to convince consumers to introduce it in their repertoire while exploring for a beer with a distinctive taste.

Strategy: We turned the apparent product drawback into communication advantage: We put the taste in the center of the conversation and comment anything with (almost) absurd humor.

Results: Neumarkt continuously grew market shares and tripled the number of fans, while its slogan entered the popular culture.