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Zagorka Retro
Retro will always be trendy.

RAN IN: Bulgaria

CLIENT
Zagorka AD

Milena Moskova
Senior Brand Manager
Zagorka AD

AGENCY
Saatchi&Saatchi, part of Publicis Groupe Bulgaria *Lead Agency

Eleonora Misheva
Client Service Director
Saatchi&Saatchi, part of Publicis Groupe Bulgaria


Brandworks, part of Publicis Groupe Bulgaria *Lead Agency

Anastasia Tomeshkova
Business Lead
Brandworks, part of Publicis Groupe Bulgaria


Dentsu Bulgaria

Ognyan Mladenov
Account Director
Dentsu Bulgaria


SUMMARY

How to get Zagorka Retro back in the game after years of silence and huge competitors budgets? By showing that every age is looking for its retro, so Retro will always be relevant. To make the brand appealing to the younger generation, we showed them how today's trends will turn into tomorrow's retro. We increased brand awareness by 3.7 points, fans between 25-49 by 6 points, trial by 1.3 points, and despite the shrinking beer market, we managed to increase market share in the RGB category by 1.2%.

CASE VIDEO


Language: Bulgarian