GREAT ADVERTISING GROUP, St. Petersburg / HEINEKEN / 2021
The Stepan Razin brand, owned by Heineken since 2005, is a St. Petersburg beer with a rich history. At the beginning of the 21st century, Stepan Razin had about a quarter of the beer market in St. Petersburg, but under the pressure of competitors and legislative restrictions, its market share began to decline, especially among the active young audience.
A recognizable feature of "Stepan Razin" became the regularly released collectible series of cans with original designs FC Zenit. The can has become the basis of our communication under the limitations of the dark market. But in 2020, a pandemic was added to the restrictions of the dark market, complicating the situation for "Stepan Razin". How can we get marketing bonuses from Zenit sponsorship if the stadium is closed to fans? If we can figure out how to stay relevant for fans in this difficult time, it can help us
HEINEKEN INTERNATIONAL, Amsterdam