Birra Menabrea- “Arte in Lattina”

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Objective

Launch on the market of the newest 33 cl Menabrea Pils format, rolling out the positioning on a new market segment by the historical brewery from Biella.

Strategy

We isolated and selected the most important trade newspapers, rolling out a tailored media relations activity that allowed us to emphasize the unique value of Menabrea and the element of newness for the firm.

We engaged a selection of journalists and influencers from the lifestyle-consumer segment, sending them through a branded homage and offering them the chance to try the new beer format.

 

Alongisde the media relations activity, we launched a promoted post campaign on the owned social media in order to boost brand visibility and promote the product, reaching- only on Facebook- + 90.ooo users and generating + 3.914 interactions