Ciucas – Entering top 3 beers in Romania

Ciucaș – Entering top 3 beers in Romania Information Campaign: Entering top 3 beers in RomaniaClient: URSUS BreweriesBrand: CiucașEntrant Agency:GMP Advertising Background/Objectives Strategy Results Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war. Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever. Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014. TV 2012_Ciucas National Consumer Promo 2013_Ciucas Meadow 2014_Ciucas Relaxation Print 2012_National Promo Print Trade 2013_Nature’s favourite beer Print Trade 2014_Relaxation Ritual Print Trade Others 2012_Metro Station Branding NCP 2013_Print Trade Backgammon 2013_Print Trade Oktoberfest back to winners