Neumarkt: For Proper Men

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Campaign details

Brand: NeumarktBrand Owner: HeinekenLead Agency: McCann Worldgroup BucharestContributing Agency: StarcomCountry: RomaniaIndustries: Beer & ciderMedia Channels: Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Television

Executive Summary

After the continuous growth of Neumarkt over the years, in 2015 the brand was challenged to secure its consumers community and remain relevant in a highly competitive market: the economy segment.

In this segment defined by aggressive communication, extended media expenses and intense price/promo activities from all key competitors, Neumarkt managed not only to hold its ground, but also grow faster...

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