Campanie
General Information:
Strategic approach:
| Strategic approach: |
In Romania, winter casts a shadow over beer sales, with declines of 30% to 50% as shoppers turn to seasonal alternatives. The lager category is a relentless battlefield, where price differences between budget and premium options shrink to just 1 RON (€0.20), heightening the stakes. Moreover, December is typically a month of uptrading for consumers, as they gravitate towards premium and premium plus beers, a trend that adds extra pressure on brands such as Ciucas. Yet, even in December, the need for relaxation doesn’t fade—it’s spontaneous, sparked by a friend’s call, a free evening, or the relief of a hard day’s end. Ciucas seized this moment during the winter holiday rush, when consumers stock up for gatherings, to defy the seasonal dip and make its 6-packs the effortless choice for real relaxation. The challenge was clear: reverse a natural consumption downturn in a crowded market. Using real-time insights from over 7 million daily retail transactions, the campaign leveraged predictive AI and omnichannel retail media to achieve three bold objectives: - Boost sales of Ciucas 6-pack products through precision targeting. - Grow category share across the entire Ciucas portfolio. - Expand the loyal customer base for sustained off-season growth. The approach fused predictive online targeting to spark relaxation cravings pre-store with in-store, behavior-based real-time targeting to close the sale—ensuring Ciucas was there the moment relaxation called. |
Execution:
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