Nikšićko Pivo is launching an equity campaign in 2017 to differentiate its brand of lager from competitors in Montenegro and Serbia and secure its leading position in Montenegro while growing market share in Serbia. The campaign communicates that Nikšićko beer derives its iconic refreshing taste from cold mountain waters and over a century of craftsmanship. It will stand out from other lagers by communicating both tangible attributes and intangible emotional benefits simultaneously. The mountain symbolizes Nikšićko's origins and heritage as well as aspirations for quality. Initial results from Serbia show double-digit sales growth and increased brand health metrics following the campaign launch there in July 2017.

1. Nikšićko Pivo
Equity
Campaign 2017

2. Goals:
1.
Clear look & feel differentiation of Nikšićko vs. other core
lagers on the markets of Montenegro & Serbia.
2.
Securing leading brand position in Montenegro, while
ensuring steady growth in market share & brand health in
Serbia.

3. Main message to convey:
Nikšićko is THE beer from Montenegro, owing its
iconic refreshing taste to the ice-cold mountain
waters paired with more than a century of
craftsmanship.

4. Strategy

5. Current communication trend
resulting in campaigns either highly focused on
1. Tangible attributes
[hard to perceive in lager category]
2. Intangible values
[focused around socializing]

6. We will stand out from other core lagers by:
1. adding emotional values to tangible traits
2. communicate rational & emotional benefits
simultaneously

7. The mountain [signpost]
visual manifestation of the brand
TANGIBLE:
represents the origins, the heritage
& freshness of the nature.
INTANGIBLE:
Representing human nature to rise up
to the challenge, “enjoy the ride” &
hopefully succeed.
The refreshment
ownable attribute of the brand
[through mountain signpost]
TANGIBLE:
represents one of key benefits
of lager beers.
INTANGIBLE:
Representing people’s aspiration to
try something different, gain new
experience or enrich their life.

8. Tangible aspect:
Mountain
is the symbol of the brand
representing origins,
heritage & freshness
that stems from nature.
Intangible aspect:
Reaching
personal peaks
representing our desire to
get the best out of every
situation in my own
authentic way.

9. NIKŠIĆKO BIG IDEA

10. Peaks in our nature

11. Intrinsic Extrinsic
unique freshness strong character
natural ingredients aspiring to heights
authentic heritage authentic personality

12. Rational
Mountains are, both literally and metaphorically, part of Nikšićko Pivo identity.
It lasts for centuries solid like the mountains.
It runs off the mountains, bringing the crispy mountainous freshness to the beer lovers.
It has strong quality and character; it relates to the brand character, but also to the
assumed character of its consumers.
Mountains symbolize the origins which is Nikšićko proud of , as well as its ambitions for the highest
quality – beer’s quality & life quality.
Mountains are epic because they are out of time and modern as a part of nowadays lifestyle.

13. Results

14. Volume (Serbia)*: double digit growth August 2017 vs.
August 2016 (source: Internal Molson Coors sales report)
Brand health (Serbia):
Growth was measured both in category MFB (most favorite
brand) and 3FB (one of 3 favorite brands).
(August 2016 vs. August 2017; source GFK Tracker)
*Campaign was launched first in Serbia in July 2017. In
Montenegro it is to be launched in October 2017.

15. TVC

17. Thank you