Perła
Jasne.
STARTING POINT
Perła is the leader and pride of the region. From a national perspective – a regional beer that draws on the image of craft brands. In recent years, Perła, due to growing craft beer competition, has lost its appeal and aspiration. The situation was also hindered by a very extensive product line-up as well as diversity and inconsistency in subsequent advertising campaigns.
CHALLENGE
How can one brand address two completely different target groups and markets? What positioning strategy should be adopted? How to advertise without a large media budget?
ACTIONS
We have carried out a comprehensive brand strategy design along with an implementation program. The process included working on positioning as well as planning and creating advertising creations and other promotional activities.
SOLUTIONS
Perła, Jasne. The strategy was to target young consumers from large cities and hit the very centre of the light beers category. The recommendations also concerned the cleaning of the product portfolio and the rules for its expansion, both in and outside the region. There is a clear relationship between the brand’s new promotional activities and increases in sales and the results of key image dimensions.
