Same Rules, New Rhythm

^Strategy

• Developed a new Lager variant, emphasizing continuity with the parent brand while offering a unique flavour profile.
• Created the "Same Rules, New Rhythm" campaign, highlighting shared cultural roots ("Same Rules") and the distinctiveness of the new Lager ("New Rhythm").
• Targeted younger, urban consumers through social media, urban events, and targeted advertisements.

^{Implementation}

• Launched the new Lager variant with a high-profile event featuring live music and tastings.
• Rolled out the campaign across various channels, focusing on authenticity and uniqueness.

^Results

• Significant market share increase among the target demographic.
• Positive consumer reception and brand loyalty.
• Enhanced brand perception for innovation and cultural relevance.

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