| Osječko pivo
2010 REBRAND 100 Winners > merit
Industry: Beer, Wine, and Spirits
Component Rebrand
Country Base: Croatia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Osječko pivo is the first and oldest beer of Croatia, with its brewery founded in 1697. The aim was to change the perception of bad taste and low quality for the better, in order to compete with strong national and international beer brands in a saturated marketplace.
Challenge
• Osječko pivo had been continuously losing its market share
• Rebranding had to result in a stronger and more competitive image so it could compete against strong brands
Strategy
• Market analysis of the brand and the competition resulted in a unique competitive advantage - a combination of differentiating functional benefits: natural, oldest tradition and domestic origin and emotional benefits: urban, modern and proud
• The repositioning as well as the whole strategy turned a traditional “dying” brand into a brand that unites the traditional and the contemporary and that is more relevant to the young and urban target group
Result
• Five months since relaunch, sales grew by 15%
• The redesigned bottle became the talk of the urban population shortly after it was launched through forums, blogs and other social networks
Credits:
Client: Osječko pivovara - www.pivovara.hr
Brand Strategists/Designers: Brandoctor - www.brandoctor.com
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Creative Director: Moe Minkara
Art Director: Igor Manasteriotti
Copywriter: Moe Minkara
Implementation: Jelena Mezga
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