BEERka – natural beer-snacks: dried salted fish, squid and meat.Brand positioning – BEERka created for beer.General campaign idea - when you think about beer, you should think about BEERka.

Idea implementation – usage of beer images, slogans and logos.

Media strategy – placing BEERka ad next to beer ad.

Series of TVC’s shot as a parody of a testimonial, where the main “positive” characters announce slogans of beer brands, made over as BEERka slogans.Special positioning was implemented on TV: beer advertising in ad blocks was immediately followed by BEERka commercials.We used logos of beer brands in BEERka outdoor and press ads.

All BEERka posters were placed side by side with beer advertising posters.Inserts were placed only in those magazines which contained beer advertising.We also used this idea in POSM and souvenirs.

A very strong “beer-BEERka” association was built in consumers’ mind which resulted in there being only one way to consume the product - to have beer with BEERka!During the first month of the campaign BEERka consolidated its leading position in the market, increased its market share up to 37% and brand awareness up to 77% (top-of-mind).Beer producers were also happy! :)