A Reward from the Brewer

Client: URSUS Breweries
Brand: Timișoreana
Entrant Agency: GMP Advertising

Heavily attacked on its strategic communication territory, beer market leader Timisoreana needed to secure its mainstream consumer base by reinforcing brand equity through a Christmas-dedicated campaign, supported by a promotional offer.

With Christmas becoming less authentic and more commercial, Timisoreana’s stratgy was to encourage and applaud consumers for honouring traditions, ofering more than a gift: a reward.

In just 1 month of campaign, key brand image drivers and critical Bought Most Often loyalty indicator outgrew objectives; Timisoreana stole share from its direct competitors.

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