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 beer –“BEERka-Delivered 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-Delivered to beer!” has been realised by special positioning of TV commercials immediatly after beer advertising in ad blocks.

A very strong “Beer-BEERka” association was built in consumers' minds that resulted in the only right way of the product consumption - to have beer with “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 want just any snack, but BEERka together with beer. Special positioning was implemented for advertising on TV: All BEERka commercials immediately followed beer advertising in ad blocks.