BEERka. Delivering to Beer! Media strategy (category “M- 4”)

General information Submitting Agency: KRYN (Minsk, Belarus) Client: Sibirsky Bereg (Russia) Brand: BEERka (Natural Beer Snacks) Campaign Title: BEERka. Delivering to Beer! Dates: June-September 2004 Media: TV, Outdoor TA: male, beer consumers

Description Challenge: The main objective for the launch of BEERka brand (natural beer snacks: dried salted fish, squid and meet) on the very competitive Russian beer snacks market was: to strengthen the main creative idea of brand’s positioning as the right snack for the beer – “BEERka. Delivering to beer!”

Description Consumer insight: The main beer consumers are men, so they are the core TA for BEERka also, because “BEERka. Delivering to beer!” It is much tastier to drink beer with beer snacks. After a sip of beer you want to have a snack and after having a snack you want another sip of beer...

Description Innovative media solution: The idea was to use this insight in favor of our brand and to make consumer feel that they need not “a snack”, but BEERka! together with beer. Special positioning was implemented for BEERka advertising: on TV – all BEERka commercials immediately followed beer advertising in ad blocks; in Outdoor – all BEERka posters were placed side by side with beer advertising posters

Description Value creation: There was built a very strong “beer−BEERka” association in consumer’s minds that resulted in the only right way of the product consumption − to have beer with “BEERka”. BEERka has become the leader in beer snacks category on the Russian market after a four month brand launch campaign: brand awareness – 35% (top−of−mind); market share – 19%.

Creative use of media (click to watch the presentational clip)

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