Bergenbier (Romania)

In 2009, backed up by months of Research studies made on consumer, after lots of market researches or consumer needs studies, Bergenbier restated its own brand values and attributes: quality without compromise and true friendship.

The Relaunch program has started in March, with a new refreshing and youngish identity for the brand, a more up dated positioning and with innovations in package range for the core segment. Bergenbier it’s the only local beer from the core lager segment which has a premium perceived SKU: 0.33L. Another single SKU in the mentioned segment above is the 12-pack, a SKU dedicated to a group of friends. The Relaunch Campaign has benefited from an integrated 360° approach, in terms of mixing all the pillars: TVC, OOH, on line, PR, print, packaging, permanent POCM materialized in On and Off trade visibility programs. The entire program was intensively promoted by point of connections activities, such as horeca and Key accounts sampling, or seaside activity. This was not the only changes for Bergenbier. The liquid has been changed based on consumers’ insights. In order to reach a more full bodied and fully taste, the primary extract was switched from 11.0% to 11.5%. So, Bergenbier has a new identity in terms of logo and package, a new communication platform according to its positioning.

The new Bergebier is the social linkage, which gathers true friends together, in a natural way. The target consumer has sense of humor; it’s young, spontaneous, dynamic, self confident, optimistic and ready each moment to make himself useful for his best friends. It’s the kind of member group who supports it by being all the time friendly and active, who keeps track with time. Bergenbier consumer it’s an early adopter. Bergenbier cherishes true friendship and it’s the most enthusiastic promoter of day to day moments shared with your true friends. Brand’s slogan “Friends know why” has a powerful meaning and because of this it had entered in popular Romanian’s language. Bergenbier it’s the beer that makes me share and enjoy a quality moment with my true friends. Like always, bear in mind that FRIENDS KNOW WHY!

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