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Zhigulevskoe 1978
Innovator for traditionalists

RAN IN: Russia

CLIENT
Heineken Russia LLC

AGENCY
Sons and Partners *Lead Agency


SUMMARY

In period of market decline and reduction of produced volume on Amur brewery in Far East Region company develops new concept of Zhigulevskoe 1978. This project is developed to become game changer not only in category of generic Zhigulevskoe brand, but in entire regional beer industry. The key product feature, it is brewed in compliance with Soviet GOST by 1978. The product designed in modern way but with usage of genuine Zhigulevskoe curves/ Product becomes available in all popular pack types (PET , Bottle, Can) and received breathtaking communication Real Light.

CASE VIDEO


Audience: We were targeting the same audience described above, due Zhigulevskoe category was almost quarter of the market in volume. The brand Zhigulevskoe was already a primary choice in the repertoire of target audience.

Objectives: Business Objectives: a) Build distinctive and stand-out Zhigulevskoe with protectable copyrights potential (at least in design): b) Develop solution with potential to be reapplied in other regions of Russia. c) Contribute to growth of volume produced by Amur brewery KPIs: a) Reach Numeric Distribution 50% by March 2017 (Nielsen). b) Reach 2% vol. share with Zhigulevskoe HEINEKEN by Dec. 2017 (Nielsen) from 0,1% in Nov. 2016 (Nielsen). c) Reach third or higher result in Share in Shop Selling among Zhigulevskoe category by Dec. 2017 (Nielsen).

Type: B2C

Language: English, Russian