BrandRo: Ursus / Grant Mckenzie

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BrandRo: Ursus / Grant Mckenzie

  1. 1. URSUS One of Romania’s best Grant McKenzie VP Marketing
  2. 2. Long Live the King!! Managing a powerful legacy <ul><li>Understand deeply – Foundation 1 </li></ul><ul><ul><li>“ King of beer in Romania” </li></ul></ul><ul><ul><li>“ Romaniaks” </li></ul></ul><ul><li>Have a winning Marketing Model – Foundation 2 </li></ul><ul><li>Take risks to stand out and avoid the clutter of stereotypes – Foundation 3 </li></ul><ul><li>Work in teams and work with people who share your vision – Foundation 4 </li></ul>
  3. 3. Understand Foundation 1
  4. 4. Inspiration only comes from understanding
  5. 5. Modern Romanians are complex…. <ul><li>Apparently Latin and Group Orientated – at least feel the need to be accepted by the group… </li></ul><ul><li>BUT… at the same time fiercely Individualistic and driven </li></ul><ul><li>Strong sense of self belief and confidence… </li></ul><ul><li>BUT... little confidence in their fellow Romanians </li></ul><ul><li>Want to move forward in life and achieve more than previous generations did (or could!)… </li></ul><ul><li>BUT... afraid that they’ll have to compromise values or the correct way of doing things to do so </li></ul><ul><li>Looking for re-enforcement from Romanian sources… </li></ul><ul><li>BUT… highly critical / sceptical of Romanian success stories </li></ul>
  6. 6. There are universal icons that hold a coveted position in the hearts of Modern Romanians
  7. 7. Danube Delta – UNESCO heritage area – Best of Romania
  8. 8. Nadia Sporting icon Best of Romania
  9. 9. Brancusi Sculptor Best of Romania
  10. 10. URSUS is recognised as one of RO’s best <ul><li>Best Romanian beer with most international awards </li></ul><ul><ul><li>Excellent specialities (NA & Black) </li></ul></ul><ul><li>Innovative </li></ul><ul><ul><li>First true national beer </li></ul></ul><ul><ul><li>First RO brand in green bottle </li></ul></ul><ul><ul><li>First “special” packs for RO brand </li></ul></ul><ul><ul><li>High spec and intriguing advertising </li></ul></ul><ul><li>One of the few PREMIUM Romanian brands </li></ul><ul><ul><li>Leader in premium entertainment / ON premise </li></ul></ul>
  11. 11. The sweet spot brings these 2 together Modern Romanians believe in themselves and even if they struggle sometimes, they are determined to progress in life in the right way, through skill and hard work. They are looking for reinforcement given by Romanian role models . <ul><ul><li>Values: Wants to do great things in the right way; </li></ul></ul><ul><ul><li>belief in the importance of progress </li></ul></ul><ul><ul><li>Brand Personality: Masculine, Determined, </li></ul></ul><ul><ul><li>Full of life, Forward-looking, </li></ul></ul><ul><ul><li>Optimistic, Continually looking to improve, </li></ul></ul>Consumer Brand
  12. 12. And produces a brand ambition Brand Essence: Role model, inspiring Romanian progress Ursus is a Romanian icon that encourages me to continue on my journey towards my goals
  13. 13. Our Marketing Model Foundation 2
  14. 14. This is the fun part, right..?
  15. 15. Our sophisticated model <ul><li>Make the best product </li></ul><ul><li>Tell it’s story </li></ul>
  16. 16. Are these best their class?
  17. 17. No..?!! <ul><li>Fundamental change July 2010 </li></ul><ul><li>Triple malted </li></ul><ul><li>Beat competitor </li></ul><ul><li>in blind tests </li></ul><ul><li>Growth over 100% </li></ul>
  18. 18. Our belief is that if you set out to do “Marketing”, in time you will fail <ul><li>Storytelling is the most powerful way to put ideas into the world today. </li></ul><ul><li>People have forgotten how to tell a story. </li></ul><ul><li>Stories don’t have a middle or an end anymore. They usually have a beginning that never stops beginning. </li></ul><ul><li>Steven Spielberg </li></ul>
  19. 19. Inspired by a giant failure…who became the world’s greatest storyteller
  20. 20. Our team goal was obvious
  21. 21. Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes
  22. 22. The Ruler archetype <ul><li>The Ruler knows that the best thing to do to avoid chaos is to take control. </li></ul><ul><li>Materials are meant to last and suggest timelessness . </li></ul><ul><li>The Ruler acts with a natural sense of authority that makes it easy for others to follow him. He helps individuals become wealthy and powerful . </li></ul><ul><li>The Ruler’s relationships are stable. He takes responsibility for himself, his family, his surrounding, and society in general. </li></ul><ul><li>The Ruler represents success; he is able to chose and create his own lifestyle. He knows how to satisfy his needs, but he is always considerate of others. </li></ul><ul><li>The Ruler is ready to accept both his victories and his failures. He does not blame others. </li></ul><ul><li>The Ruler is the model of ideal behaviour in society and has a harmonious personality. </li></ul><ul><li>The Ruler is a realist and has illusions neither about himself nor possible danger. </li></ul><ul><li>The Ruler leads and inspires. </li></ul>
  23. 23. What is the story? The story of a brand that always has had a simple but challenging Ambition Produce the Best Romanian Beer The story that the brand recognises and respects in other Romanians Inspiring RO Life Journeys Ambition to go higher, further, beyond.
  24. 24. Stand Out Our Stories don’t look like other beer ads Foundation 3
  25. 25. We wanted to hear the stories of Modern Romanians <ul><li>URSUS journeys always start with an ambition and a dream </li></ul><ul><li>They often start in unusual or humble places </li></ul>
  26. 26. We then wanted to share the brand story
  27. 27. That was Florin Serban’s first commercial…we wanted to work with him because.. <ul><li>URSUS supports the “Best of Romania” </li></ul>
  28. 30. It’s about the team! Foundation 4
  29. 31. Business Team – long term protection Marketing HR Sales Finance & Legal Corporate Affairs Technical Brand URSUS
  30. 32. Communication Team Digital Agency Trade Team BTL Agency Media Agency PR Agency ATL Agency Brand Guardian
  31. 33. Thanks <ul><li>PUBLICIS </li></ul><ul><li>PAPAYA </li></ul><ul><li>2 ACTIV PR </li></ul><ul><li>UNITED MEDIA </li></ul><ul><li>KUBIS </li></ul>

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