Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Bochkarev
Bochkarev. Renaissance

RAN IN: Russia

CLIENT
Heineken Russia LLC

AGENCY
Sons and Partners *Lead Agency


SUMMARY

“Bochkarev” is a well-known beer brand which had a major sales decrease for 6 years in a row which further led to the business interruption in 2014. The brand was resurrected thanks to a new design. The bottle 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