Bergenbier Sustained Success
Created in 1995 at the old brewery in Blaj and later moved to a brand new one in Ploiești, Bergenbier is one of the most beloved beer brands in Romania.
The brand had its glory days in 2005-2010 but, following a series of successive sales and mergers of its parent company, it somehow lost its way (and market share) in the following years. Eventually it became part of Molson Coors’ portfolio and new ambitious plans were drawn to revive this legendary Romanian brand.
Our relationship with Bergenbier begun in 2017, when the new brand team pitched several agencies with an enticing brief – how to reposition Bergenbier, reconquer the hearts of Romanians and reverse the brand’s fortune in the market.
The winning idea was less of a positioning statement and more of a brand mission: “Refresh Romania”.
In the following two years, as new campaigns under the Refresh Romania promise came to life, Bergenbier climbed in both volume and value share in one of the most competitive beer markets in Europe.