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Superbrands 2006 multipack beer cans, which proved popular in Promotion story to an integrated communication program West-European countries. Between 2003/2006, the brand communication that intended to reveal achievements that the A year later, URSUS launched a bottle with a was developed based on the "contemporary nation should be proud of. twist-off cap (easy to open without a bottle connection" brand essence.The first concept was Besides presenting Romanian achievements opener).The innovation was one of the key based on the insight that URSUS is the centre of within the program, URSUS acknowledged successes for URSUS on the market. attraction within a group of friends and it attracts individuals that promoted such stories in the URSUS is currently exported to Moldova, Italy, like a magnet. URSUS became the beer that mass media.The first of these activities was the Spain, the US and UK. brings friends together. “Winners for Romania Award Ceremony for As for the future, URSUS is committed to In 2005, the “Magnet” concept was taken Journalists”, that rewarded the most positive consolidating its position as Best Romanian Beer, outside the country.The Romanian friends enjoy articles written about Romania.The media to see off the challenge of international brands travelling, accompanied of course by URSUS. community saluted this initiative, which brought on the premium segment. Even for characters that are known to resist to light the power of the written word in a fast temptation such as the English "beefeater" royal growing society.This program was one of the Product guards, the URSUS attraction proved irresistible. most notable steps made by URSUS on its way URSUS has conquered Romanian consumers URSUS developed various promotions in to becoming a Romanian brand icon. Market Achievements made the Cluj Breweries special is that URSUS, a with its unique rich taste and distinctive bitter order to keep consumers close to the brand and local brand, was kept and promoted. BrandValues After the change of the Romanian political With a perfectly balanced taste and more than flavour. It is a beer that is never sweet or heavy, After 1989, the modernisation process regime in 1989, along with the general economic 125 years of tradition, URSUS has proved with the right foamy head and a clear URSUS has proved to be was accelerated and the privatisation resurgence, the Romanian beer market took off, itself, deserving the recognition as “The constitution, attributes that prove its authenticity. one of the strongest local process began. In 1994, the company's accounting for one of the most spectacular King of Beer in Romania”.This It remains close to Romanians, benefiting from brands, a genuine Romanian main product, special lager beer, was first developments in terms of turnover, investments recognition represents sustained efforts superior distribution in terms of both on trade beer that is a modern sold outside Cluj, initially in the areas & consumption. for reliable product quality, as well as and off trade (on premise locations - bars and success story. It is an surrounding the city of Cluj and Although beer is not a traditional Romanian continuous improvement and innovation. restaurants, off premise locations - shops and optimistic brand that brings afterwards in Bucharest and Constanþ a. drink, beer advertising currently sees the biggest One of the brand's most important stores), and is priced so as to make it an out the best in the Romanian In 1994, the company also launched media investments on the market, with the beer achievements is being recognised by accessible product. people, a celebration of their URSUS Pils and soon after, URSUS market counting for around 1 billion euros. Romanians as a true, authentic brand. URSUS is an evolving brand, being constantly most positive stories. It is a Premium Pils. Along with the increase in standards of living, URSUS has reached the stage at innovated. Besides its developments in terms of contemporary and up-to- In 1996, SABMiller acquired URSUS Romanians have become more demanding which it is associated with the best packaging (constantly improving cans & bottles, date brand that has evolved and the URSUS brand was re-launched consumers and thus the market had to meet Romanian values and it is becoming a cardboard seasonal & promotional multipacks & along with them, which on the Romanian market. 1996 was more sophisticated needs.This can be seen in truly representative brand for Romania, other SKUs), URSUS was the first Romanian remains approachable, part also the year when can packaging was the way that segmentation is becoming better being on its way to becoming an icon brand to launch a twist-off cap in 2005. of their every day lives. first used and distribution was defined and niche products are being launched. brand. URSUS is a beer to be extended.Two years later, URSUS One of the characteristics of the local market URSUS' fame has however Recent Developments reward them with tempting prizes. enjoyed among friends and launched the new NRW bottle is that imported beers only count for around 1% travelled beyond the borders of In 2006, URSUS launched its new packaging, In 2003, during the “URSUS attracts the fun” this enhances the idea of Romanian good times. (special long neck type bottle), a of the total bottled beer market, due to the fact Romania, having won international along with a new visual identity.These are promotion, the consumer had the opportunity URSUS is also a growing brand that has first for the Romanian market at that high taxes make imported beers be much recognition. It has been awarded preparing the ground for an enhanced premium to win seven holidays of seven days for him and embarked on its path to becoming a true that time. more expensive (Source: MEMRB, April 2006). medals in prestigious brand that is able to stand against foreign seven friends, as well as 10,000 smaller prizes Romanian icon. The next step in changing Since 2003, although the market has been competitions, taking the gold premium brands. consisting of sets of playing cards. the image of URSUS was taken growing, its growth rate has diminished, so that, medal at the Monde Selection In 2004, during the summer promotion, “Every country has a symbol. After the flag, in April 2001, when the in 2005, the beer market (including both bottled Brussels in 2005 and 2006; the URSUS offered consumers the opportunity to the national anthem and the national airlines, this assortments of beer names in and draught beer) amounted a volume growth silver medal at the Australian win two houses (US$ symbol is a beer.” (Martin Lindstrom - brand use were changed to URSUS 1 of 4.6% related to 2004 (Source: MEMRB). Beer Awards in 2005 and 2006; 70,000 each) and million strategist) Premium and URSUS Pils.The Although it is a very fast-growing market, the bronze medal at the free mobile phone same year, URSUS contributed average beer consumption per capita is behind Brewing Industry International minutes. www.ursus.ro to the transformation of the the European average of 75L, currently reaching Awards in 2005; the silver In 2005, through the premier football league, Division around 67L. medal for European-Style campaign entitled “Vara A, into URSUS Division A. þ On the Romanian beer market, URSUS is Pilsner at the World Beer Cup celor 100 de vacan e” URSUS awarded Golden Boot positioned on the premium segment, competing in 2006; and the Superior Taste (The Summer of 100 and Silver Boot prizes to the with Romanian as well as international brands. Award, in 2006, from the Holidays), 100 holidays in league's best footballers. In 2005, URSUS has obtained a leading International Taste & Quality ten big cities around the In 2002, URSUS introduced position on the Romanian bottled beer market Institute. world for four friends another novelty with the launch with a market share of 13% in terms of value were given away. of its new gold bottle.The þ (Source: MEMRB, April 2006). History In 2006,“Colec ia de bottle launch was strongly URSUS addresses young Romanians of legal First appearing in 1878, URSUS succes URSUS” (The advertised.The same year, drinking age, who are changing the face of is one of the oldest beer URSUS Success URSUS launched a new TV Romania with their day-to-day achievements. brands. In 1929, the name Collection) rewarded loyal show,“Dinastia Campionilor”, They are active and charismatic, they are open- Fabricile Unite Cluj was URSUS consumers with presenting short Romanian minded and accept challenges to succeed, but at adopted and, in 1948, it was 40,000 sets of six glasses success stories. In 2006, the the same time, live life to the fullest.They are changed to Fabricile de bere signed by Romanian show was extended to an Image sociable and have a strong sense of humour, as Înainte. In 1958, the breweries personalities, true Campaign - “Romanian well as holding contemporary views, and are in Cluj started to produce the Romanian success stories. Achievements”. always informed and up to date. URSUS forms first pasteurised beer in Romania. Before 1989, Since 2003, URSUS has In 2003, URSUS celebrated 125 years of part of their life as the beer that helps them they produced various kinds of beer: special shown itself to be a THINGSYOU DIDN'T KNOW ABOUT brand history and, the same year, URSUS enjoy their best times together. beer, special lager beer, black porter beer.What genuine supporter of changed its advertising concept.The Romanian values, when communication platform was oriented towards the brand sponsored the URSUS the idea of beer for friends, with an advertising “Dynasty of Champions” campaign built around the “Magnet” concept TV series.These TV shows In 1958, URSUS produced the first pasteurised URSUS attracts like a magnet.The TV presented stories of real beer in Romania commercial made use of a very popular Romanian successes that soundtrack, Stereo MC's"" Get Connected .
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