Recently, Romania's most popular beer - Bergenbier - changed packaging and visual ID - turning from bright yellow, to less than bright red. The move happens after the brand lost its partnership with the National Football team (after ten years together) and people have been speculating that this is the first step in an attempt to upgrade to premium following in the footsteps of apparently successful competitor Ursus (which moved to premium and lost a major portion of its market share, but gained in awareness and brand credibility, also making way for a successful mainstream brand of the same portfolio, Timisoreana).
I am not interested in discussing the potential move to premium for a brand which was faring exceptionally well in mainstream. I am merely contemplating the potential change of scenery which this change brings about. For 10 years, the country has been yellow - the national football team wore yellow, the most successful beer was branding all its locations yellow and people wore yellow caps, carried yellow flags and sported yellow tshirts. Today two colors - not yellow - dominate the beer scene - red (Bergenbier and Ursus) and blue (Timisoreana). What will our pubs look like this summer?
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3 comments:
looks fine. but it will take a while till we forget the taste. will they change that too?
Maybe they'll just look like our national flag. RED because of Bergenbier and Ursus, YELLOW because of those who cannot adapt themselves to change and BLUE because of Timisoreana. Great, isn't it?
I don't get it, why change it after all that hard work and money if things are going fine? So Ursus got the team sponsorship, it's not like people will instantly forget about Bergenbier...
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