Campanie
General Information:
Strategic approach:
| Strategic approach: |
For beer brands, winter and Christmas period presents a unique marketing challenge. While the season is synonymous with indulgence, festivity, and togetherness—all values that align very well with what Birra Moretti stands for- this time of the year is dominated by warm, spiced, and traditionally nostalgic drinks. The core challenge? Relevance. In a time when consumers instinctively reach for holiday classics, beer must carve out a place at the table—not as an afterthought, but as a must-have for festive moments. Traditionally, this winter segment is owned by Tuborg with Christmas Brew and, on an extensive level, by Coca-Cola and Birra Moretti wanted to challenge this. The objective is to establish Birra Moretti as the preferred companion for dining occasions, bringing people together around the table to share meaningful moments with their loved ones |
Execution:
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