The Market
The Challenge
On a mission to rekindle an emotional connection to premium beer consumers, Beck’s was forced to tweak and revise the first local equity campaign in years as the global pandemic hit Romania.
The Idea
Brought to life through two versions of a brand manifesto, the campaign – adapted for the pandemic – reveals mini-stories from people who decided to answer the "what ifs" in their lives. For its eCommerce platform, a new consumption occasion – Friday Night In – was created, along with a series of interviews under the Beck's Talks umbrella.
Growth
- Highest share of segment increase for premium beers
- Better performance for brand indicators versus its main competitor, Tuborg
- 4.5 million reach on Facebook and Instagram
- 400K+ consumers exposed to activation
- 74% increase in organic impressions compared to same period previous year
- 799% increase in total clicks
Recognition
- Silver Effie Romania 2021
