Marketing objectives: to disassociate from the competition.
Advertising gimmick: as the key message of the campaign we used one of the key advantages of the brand. Almaty Zhigulevskoe Beer is among very few brands of beer brewed right here, in Almaty, and the only beer produced next to the center of our city. Survey of outlets showed that Almaty Zhigulevskoe Beer is sold faster than all other brands. Sellers are happy! The second wave of our campaign is all about this.
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