Neon 42 - Case Study Neon Beer (Baltika)
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Another beer launch, maybe...But we decided to give it a twist by bringing a different view on the market. Neon Beer by Baltika launch campaign was driven by very different understanding of the young generation in Russia.
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Neon 42 - Case Study Neon Beer (Baltika)
- 1. CASE STUDY - NEON BEER (BALTIKA)
- 2. THE AMBITION Launching a beer seems to be a casual effort in Russia. All the big breweries and brands are competing fiercely to bring some novelties on the market all the time. Baltika, the leader of beer breweries in CIS, part of the Carlsberg group, launched the stylish Baltika Neon Beer as one of the newer additions to the portfolio, developed on the basis of insights into the younger generation of beer drinkers' preferences. The carefully selected ingredients and detailed recipe result in a pale lager beer with a mild flavour. All of that in a very attractive and noticeable bottle.
- 3. THE INSPIRATION We travelled extensively in all the inspiration of the generation from 18 to 25 yo, to understand the importance of the night in their cultural consumption and lifestyle. The night is Many movies, many music tracks and videos, many artists celebrated the night and its mysterious lights for the same reasons.
- 4. THE PLOT Our standpoint was not to take the other beers as a point of difference but to obviously link our strategic thinking to energy/pre-mix drinks that resonate strongly into the youth lifestyle. Instead on focusing on physical energy, we highlighted the mental and psychological strength that would lead the brand to a distinctive and meaningful lifestyle and mood. Behind the brand idea ‘Never Hide’, we wanted to create a ‘new aspiration pattern’ for the young generation.
- 7. THE PLOT All the brand activations were orchestrated to bring this new nightlife feeling to the youth life. From guerilla marketing, events, digital presence and retail marketing. https://www.youtube.com/watch?v=t6jD8C3RRl8
- 8. THE BOX OFFICE Declared best beer launch by Forbes in 2016 Integrated campaign acclaimed by Baltika and Carlsberg Group management team
- 9. THE REVIEWS Artem Petrov, Executive Creative Director, Dada Creative Agency The work on the consumers was really key to ignite the creative teams. And most of all, the amazing idea to twist with the competitive landscape - more energy drinks than alcohol, helped us to get some ideas very fast - ideas that immediately caught the attention of the client.
- 10. FOLLOW YOUR DREAMS LET’S HAVE A FIRST TALK Franck Vinchon Founder +7 916 219 26 81 / +33 6 82 61 12 46 franck@neon42.com neon42.com
- 11. THANK YOU