Beer Campaigns

The summer is getting closer by every day.
And summer is exactly the perfect time when launch simple but effective PR campaigns, to get people involve and guarantee them somewhat brand loyalty . One Biggest area of such involvement and campaigning is in the beer marketing. They have to come up with a good messages every summer to get people active with their brand .According to Rauno Stüff the marketing director of Saku , 20% of Estonia’s beer drinkers are totally loyal to three beers – Saku Originaal, Rock and A.Le Coq . 80% is open for others. So there is a constant need for campaigning.
Saku Origina’s Last summer campaign included a message that Original is a friends thin (sõprade värk) where over 300 pub partys with a value of each 5000krm were given out between participators. The campaign went nicely with the message. You and your friend can go to a pub party and do the friends thing. But of course to participate you had to buy the beer and then you got a code what you had to send by sms- another great way to make money but not very appealing ,not exiting enough. Saku even launched a video for that campaign http://www.youtube.com/watch?v=oYifncd_-Ic Or it was not exactly for the campaign but with the same message , and eventually , you just got tired of it
Because, it all has been weak. No power has been put in there or nothing exiting enough for us to remember anything about Saku Original after the commercial break. Even though the messages *friends thing*was quite unique, it still did nothing to promote itself
There is a good example of an Austrian Commercial that is so brilliantly done with so much power that the song stayed in my mined for very long time It is massive with great messages- Made From Beer http://www.youtube.com/watch?v=eH3GH7Pn_eA
The Latest Campaign that Saku launched was for Saku Rock, and this time they really got it. It was simple , it was big and in the poster it did just say main points -Rock.ee and lots of stuff . So people understood that it is a campaign with cool stuff and to get more information you must go to the website. If a person is attracted to go to your website, he is yours to keep, because he has been active enough with your product to actually go to the site and all you now have to do is give information in an entertaining way.
www.rock.ee Is specially made Rock beer environment, where you can just spend hours to get through all the cool stuff. This time it not only about the the Beer, it was abos about the lifestyle- and that is a powerful point to communicate.
But let’s wait and see what will the summer bring and what messages will be set to us next to get us hooked. And will they add power this time!


Rauno Stüff-http://est.best-marketing.com/index.php?lang=est&main_id=156&id=41