The history of Shumensko is the history of Bulgarian beer. However, due to its reluctance to adapt to changing times, the brand quickly became irrelevant and unappealing to the demanding consumer. It has significantly fallen behind in terms of sales and market positioning, and has been engaged in a constant price battle with its competitors.
There was a need to change the positioning and marketing approach of Shumensko and persuade its consumers to accept a higher market price. To achieve this, we devised a plan to replace ‘humor’ with ‘imagination’ and ‘heritage’ with ‘legendary’.
Without altering its liquid or packaging, and solely with the aid of its new communication platform, Shumensko successfully distinguished itself as a quality beer deserving of its price.