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Bochkarev
The right Czech beer

RAN IN: Russia

CLIENT
Heineken Russia LLC

AGENCY
Sons and Partners *Lead Agency


SUMMARY

Amid slumping demand the company needed solution to mitigate risk of economic decline related to prohibition against PET bottles’ (over 1.5 liters) sales. Secondary, the company wanted to support decreasing traditional retail sales. The problems were solved by “Bochkarev” brand re-launch. Front side was occupied by the brand’s tag line with the beer profile instead of the brand’s logo which was shifted to the back burner. This solution overcame retail chains’ reluctance to put this brand on their shelves, and this new approach got consumers back.

CASE VIDEO


Audience: We were interested in mentioned audience, due to their relatively high level of consumption and their will to buy affordable products. We were assuming that in one category with direct price rivals target audience will choice famous brand, a brand they know.  

Objectives: Business Objectives: 1.Develop a solution to gain share in Traditional Trade. 2.Secure risk of production volume loss due to PET 1.5 liter ban. 3.Develop a solution to overcome mentioned B2B and B2C barriers of negative retailers perception of the brand from one side, and consumers indifference and lack of trust from another side to Bochkarev brand. 4.Focus on Traditional Trade with product. Modern Trade to consider as secondary sales channel. KPIs: 1.Launch volume making SKU in economy segment (Price Index 70-75) by Quarter 2, 2017. 2.Reach Numeric Distribution 30% July 2017 (Nielsen). 3.Reach 0.2% vol. share by Dec. 2017 (Nielsen).  

Type: B2C

Language: English, Russian