The Bread That Sold the Beer
Клиент
TDI GROUP CA (Holding Wunder/TDI)
Рабочая группа
Lidskae Team
ALENA KHOMCHANKA - Marketing Director
ANGELINA YANIK - Senior brand manager
ARTSIOM KURHEI - Brand Manager
ALEXANDЕR MINAEU - Designer
NADIA DESHKOVETS - Marketing & Strategy Director
TDI GROUP CA Team
creative director Cheley Artyom
account director Olga Ahremchuk
account manager Askuntovich Margarita
Yulia Davydchyck - CEO TDI Central Asia
senior copywriter Piatrouskaya Tacciana
Задача
BACKGROUND
Zhigulevskoe is a popular and affordable retro beer.
Zhigulevskoe from Lida is launching a new rye beer called Rzhanoe to attract a younger demographic from competitors while retaining its established consumer base, all on a minimal budget. How can a retro beer appeal to a modern audience effectively?
IDEA
In search of trends that resonate with Rzhanoe, we found that younger people enjoy craft bread—the more unique, the better. Older folks appreciate bread with everything.
So, we decided to create a beer-based bread in collaboration with a renowned craft bakery.
REALISATION
We launched a promotional video that showcased the creation of beer bread from Lida, which captured immediate interest.
We sent the bread to bloggers, who appreciated the novelty. Further, we introduced sets featuring our beer bread in popular bars. The product's success led to a partnership with a retailer, offering to produce and sell the bread in their stores, providing us with complimentary advertising opportunities and shelf space.
RESULTS:
Our bread sales surpassed the sales of standard varieties offered by our partners.
Awareness of Zhigulevskoe's retro line grew by 40% within a year.
In 2023, we sold over 1.7 million bottles of beer.
In just six months, sales exceeded our annual projections by 230%!
