Pirinsko: Staying on top of the mountain

Zhelez Atanasov

Beer brand Pirinsko followed a consistent formula to reach the number-one spot in Bulgaria and maintain it for five years.

Campaign details

Brand: Pirinsko Brand owner: Carlsberg Entrant company: Noble Graphics SofiaIdea creation: Noble Graphics Sofia Market: Bulgaria Sector: Beer & cider Media channels: Online video, Events & experiential, Radio & audio, Print - general, Public relations, Social mediaBudget: 1 - 3 million

Executive summary

The Bulgarian beer market was extremely competitive – very price sensitive, driven by constant promotions, and with low levels of loyalty. It’s no surprise that in the years since 2005, no beer brand had kept the leading position for...

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