Client: Ursus Breweries
Product: Timisoreana Nepasteurizata
Services: POSM design | Field execution
Channels: Off Trade | On trade
Ursus Breweries launched a new and fresh product: Timisoreana Nepasturizata.
For us, the challenge is to generate trial and to create awareness to the new beer among consumers, by providing them memorable experiences in On Trade locations.
The campaign has two mechanisms. One, for the launching of the campaign, a team of two master brewers will approach the consumers and will present them the new product and, after that, they will offer them for free a fresh draught of Timisoreana Nepasturizata.
The second mechanism, that has the role of further promoting the campaign and increase the frequency of consumption implies the acquisition of two beers (RGB or draught of Timisoreana Nepasteurizata for which the consumers will get another one for free).
A four month national campaign starting in March and ending in July, that takes place in the most important bars and pubs around Romania.
The campaign rolled out in over 300 bars and pubs, ~50,000 km covered national wide, ~96 masters brewers