Campaign details

Brand: Neumarkt
Brand Owner: Heineken
Lead Agency: McCann Worldgroup Bucharest
Contributing Agency: Starcom
Country: Romania
Industries: Beer & cider
Media 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 than any of them.

Neumarkt strengthened its bond with the target by elevating the campaign message of "the strong and bitterish taste" to an emotional level.

Market Background and Objectives