The main objective for the launch of the BEERka brand (natural beer snacks: dried salted fish, squid and meat) on the very competitive Russian beer snacks market was to strengthen the main creative idea of the brand’s positioning as the right snack for the beer – “BEERka - Delivering to beer!”

BEERka has become the leader in beer snacks category on the Russian market after a four month brand launch campaign: brand awareness – 35% (top-of-mind); market share – 19%.

The core creative idea of the brand’s positioning as the right snack for the beer – “BEERka- Delivering to beer!” was implemented by special positioning of BEERka advertising: Immediately after beer advertising in ad blocks on TV and side by side with beer advertising posters outdoors.

A very strong “beer-BEERka” association was built in consumer’s minds that resulted in the only right way of the product consumption - to have beer with “BEERka”.

The key beer consumers are men, so they are the core target audience for BEERka. It is much tastier to drink beer with beer snacks. After a sip of beer you want to have a snack and after having a snack you want another sip of beer. The idea was to use this insight in favour of our brand and to make consumers feel that they don't need just any snack but BEERka.