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2019 FINALIST SHOPPER MARKETING/NEW PRODUCT/SERVICE INTRODUCTION RUSSIA (PAUSED)
Barkhatnoe 1978
Velvet evolution
RAN IN: Russia
CASE VIDEO
Audience: We were trying to reach Male 30+ years. Traditionalists, who married and have children. They have mainly senior school or college education. Consume beer 3-5 times a week. They are conservative in their choice and repertoire. They feel nostalgia about the quality of beer as it was in past. They believe in Soviet time beer was more natural and tasty.
Objectives: 1. Reach sales level more than 10% of core Zhigulevskoe 1978 line. 2. Reach more than 10% of Zhigulevskoe 1978 vol. share by Dec. 2018 (Nielsen). 3. Reach Numeric Distribution above 40% by Dec. 2018 (Nielsen). 4. Launch product at +10 ppts. of Price Index vs Zhigulevskoe 1978 (Nielsen).
Type: B2C
Language: English, Russian