Neumarkt – The Strong and Bitterish Taste

Neumarkt – The Strong and Bitterish Taste Information Campaign: The Strong and Bitterish TasteClient: Heineken RomâniaBrand: NeumarktEntrant Agency:McCann Worldgroup BucharestMedia 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. TV 2012_Cinema 2012_Elevator 2013_Anniversary 15 years 2013_The Stairs 2014_Intro 2014_Conversion OOH 2012_Bus Branding 2012_Metro Station Branding 2013_15 Years_1 2013_15 Years_2 Print 2014_Trade Magazine Other Advertising 2012_POSM – Neckhanger 2012_POSM – Header 2013_POSM – Neckhanger 15 years 2013_POSM – Header 15 years 2014_POSM – Poster 2014_POSM – 4 pack Header back to winners