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Zhigulevskoe 1978
Zhigulevskoe 1978: support in points of sale with limited budget

RAN IN: Russia

CLIENT
Heineken Russia LLC

AGENCY
Sons and Partners *Lead Agency


SUMMARY

There’s a sad fact: if you have “Zhigulevskoe” brand in your portfolio you have to compete with ten more “Zhigulevskoe” beer brands at the same market. To make the situation worse: big budget doesn’t make a leader and attract consumers. So “Zhigulevskoe 1978” brand made a different choice: the company used a reworked “Zhiguli” car as a pallet display. The idea worked so good that it allowed the company to showcase the product in retail chains for free for 6 months. Dozens of people made selfies in front of this retro car & the product as well as put these pictures into social media accounts.

CASE VIDEO


Audience: We were targeting the same audience described above, due Zhigulevskoe category was almost quarter of the market in volume. The brand Zhigulevskoe was already a primary choice in the repertoire of target audience.

Objectives: Business Objectives: 1.Build distinctive and stand-out Zhigulevskoe with protectable copyrights potential (at least in design) 2.Develop solution with potential to be reapplied in other regions of Russia 3.Contribute to growth of volume produced by Amur brewery KPIs: 1.Reach Numeric Distribution 50% by March 2017 (Nielsen) 2.Reach 2% vol. share with Zhigulevskoe HEINEKEN by Dec. 2017 (Nielsen) from 0,1% in Nov. 2016 (Nielsen). 3.Reach third or higher result in Share in Shop Selling among Zhigulevskoe category by Dec. 2017 (Nielsen).

Type: B2C

Language: English, Russian