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Superbrands 2006 All Tuborg products are available in returnable with an enterprising attitude to life.Tuborg's closer to people” is a social program launched by 0.5L bottles, non-returnable 0.33L bottles and sociability and spontaneity always make it fun to Tuborg Romania in 2003, during the Easter 0.5L cans.Tuborg Gold and Tuborg Christmas be around.The Tuborg consumer is male, holidays.The purpose of the program was to Brew are also available in 5L kegs.Tuborg Gold is calculated, with a successful career, a man who help those with special financial, social and also available in 0,33L cans. knows what he wants. medical needs. Important Romanian food Tuborg is dedicated towards constant Starting 2002, all international image companies and the local authorities, through the innovation in the field. It was the first beer brand campaigns were developed by Romania, after Bucharest Town Hall, have been involved in the to introduce cans in 1999, six-packs in 1999 and winning the pitch against other countries. In program since the beginning. In 2005, the 5L kegs in 2001.The new packaging has proved 2002/2003,Tuborg developed the “Regular guy” program widened its scope, reaching beyond very successful among Romanian consumers. In campaign that was particularly well appreciated Bucharest, and also took place during the 1998,Tuborg introduced onto the market the at advertising festivals for its creative approach. Christmas period. first package including a special gift: five Tuborg ATL promotion continued in 2004/2005 with category, for the launch of the Tuborg Strong line Tuborg Strong - “Enjoy the Power Sensation” The 2005 edition of the International Tuborg 0.5L bottles and a free branded glass. Starting the “Tuborg laws” campaign and, in 2006, the extension. Shortly after its launch,Tuborg Strong Tuborg Strong is a beer with personality, Festival offered visitors the chance to contribute with 2000,Tuborg has launched the Tuborg Music “Freedom” campaign was aired.With the market imposed itself as an important player on the especially created for powerful drinkers. A to the rehabilitation of the Western part of the Collection, a special eight-bottle pack with a free becoming more and more dynamic (product premium segment. symbol of masculinity,Tuborg Strong is a strong country affected by floods. 1000 lei, from the cassette or CD. launches, innovative promotions etc), price of each glass of beer sold during the beer (alcohol content 7.2%) and has a taste to differentiation became the key.Therefore, the History make drinkers feel powerful and privileged.The In 2002,Tuborg surprised its consumers with festival, was donated to the people from Banat the Tuby cap, a special easy-open bottle cap with goal of the “Freedom” advertising campaign was affected by the floods. Tuborg factory (Tuborgs Fabrikker) was founded slogan for Tuborg Strong:“Show what you can”. key, being the only beer on the Romanian to surprise consumers by 'breaking the mould'. Since December 1st 1998, by a small group of pioneering Danish Tuborg Christmas Brew - “A Beer with a market with this product feature. The campaign was built around the key Tuborg the Tuborg Factory has industrialists and financiers back in 1873, at Special Holiday Taste” Tuborg has also established itself as the first value: freedom. It is based on two TV organised an Open Day at North of Copenhagen, on a site, which was Higher in alcohol than Tuborg Gold (5.6%) beer on the market to introduce its consumers commercials that present how a Tuborg its Bucharest headquarters, known as the Thuesborg estate. Philip W. and with a brown-red colour, due to the high to the 'peel-off' promotion mechanism. By character enjoys life and manages not only to allowing visitors to find out Heymann was one of Tuborg's founders. He also malt extract,Tuborg Christmas Brew is the scratching the back of the main Tuborg label, feel free from his daily constraints, but also from about the production coined the phrase “Stagnation is recession”, Tuborg line extension for the winter holidays. consumers can participate in Tuborg promotions the constraints of people around him. process, and sample the which has been part of the company's With a rich tradition of over twenty years in and win instant prizes. From its launch to present day,Tuborg has company's products. philosophy ever since. In 1894,Tuborg merged Denmark,Tuborg Christmas Brew is the only Tuborg Club was established in 1999, in been present on the Romanian market and with Carlsberg and the Tuborg brand became specialty beer in Romania, designed for response to the growing number of loyal Tuborg recognised by consumers as the beer with part of the product portfolio of Carlsberg BrandValues Christmas time. It is launched every year on the consumers, and now includes more than character. Market Breweries.Today,Tuborg Gold is one of the best- Freedom is the main first Friday of November at midnight, at the same 200,000 members throughout the country. Tuborg has also developed a series of music The Romanian beer market is a very competitive selling beers worldwide, with Romania coming in value of the Tuborg time all over the world, and it is available until events, in order to bring the brand closer to the brand, freedom of and dynamic arena, where four of the five biggest third place in sales, after Denmark and Turkey. NewYears' Eve.The design of the 0.5L Tuborg Recent Developments consumer.All music events are built under the spirit and the power international breweries wield important Tuborg Romania was the first brewery project “Tuborg - Music without limits” platform. Christmas Brew bottle, in keeping with the The year 2003 brought changes to the design of to feel free, regardless marketing budgets. in Eastern Europe designed and constructed as a Progress and freedom are the two main winter season, is making use of its distinctive blue the Tuborg Gold bottle and can.The brand of social conventions In 2005, the Romanian beer market reached green-field project.With an initial investment characteristics of its activities. colour.Tuborg Christmas Brew is not only a became sharper and more contemporary, with or daily routine.The 13.8 million hL, up 5.2% on 2004. Growth in worth some US$ 55 million, the Tuborg brewery Music is used as a 'hook' to create the brand different product, but a different concept the new packaging design strengthening its brand's conception of 2006 is put at around 10%. was built in just thirteen months and started experience and bring consumers closer to the freedom is an active incorporating the holidays spirit. premium status, international trademark and Tuborg beer leads the super-premium beers production at the end of 1997, as one of the brand.Throughout Tuborg's brand life, music has one: if you are really quality.The new Tuborg packaging aims to in Romania, with a market share of over 50%. It most modern breweries in Romania and within been a key factor in below-the-line activities, free, you can act to reinforce the brand's loyal consumer base by is also the most preferred beer brand amongst Carlsberg Breweries A/S also. accompanying consumers during the whole year, free others around st utilising stronger branding and colour.A new Romanians (Source: IMRCG May 2006, urban On December 1 1997, through concerts and performances by the most you. Being bottle shape was introduced along with other area), and since 1999,Tuborg awareness reached the first “Made in Romania” famous Romanian bands and artists. progressive, easygoing, new elements, thus approaching the market in a 98% on the local market (Source: IMRCG May Tuborg bottle was produced. The Tuborg International Festival is the first free and youthful, st contemporary and up-do-date way. 2006). Every year on December 1 , festival in Romania dedicated to a beer brand, Tuborg is an informal Tuborg Strong was launched in 2004 based From a consumer and purchase behaviour Tuborg Romania opens its bringing together all the brands in Tuborg brand, sociable and upon three key elements: masculinity, power and point of view, the beer market is clearly heading doors to visitors and offers Romania's portfolio, as well as fifteen spontaneous, always special taste. All these were combined in a in two main directions: increased preference guided tours around the international beer brands from Carlsberg optimistic and memorable launch event, which resurrected the towards beers positioned in the premium factory, becoming something Breweries' worldwide portfolio. In 2006, the fifth prepared to break legendary and fearless Eric the Red.The event, segment, following increased living standards and of a tradition for the edition of the Tuborg International Festival was through barriers. which took place in Bucharest, restaged a Viking consumer migration towards the local beer company. attended by more than 100,000 consumers.The landing in Romania, followed by a Viking party, segment, as a result of increasing consumption festival takes place in Bucharest between the end www.tuborg.ro where Tuborg Strong was touted as the beer for on the PET segment. Product of May and the beginning of June, having already all conquests. THINGSYOU DIDN'T KNOW ABOUT Tuborg Gold - “Live Life to become something of a tradition, with Achievements the Full” consumers able to enjoy 35 concerts featuring Promotion some of the most famous and well-loved bands In 2004,Tuborg's “Regular guy” campaign won Created in 1895, the TUBORG distinct brand Tuborg Gold The target audience represents successful, self- from Romania. the Beverage Bronze EFFIE at the first Romanian assured young men in the 25-35 age bracket, was the Copenhagen beer Another strategy point is the annual Tuborg Tuborg Strong is the first strong blonde lager EFFIE Awards.The communication strategy producer's first big success, Summer Promotion - a beer produced locally in Romania.
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