Lowe&Partners and Initiative bring Prague closer to Romanians, with Staropramen


Lowe&Partners and Initiative bring Prague closer to Romanians, with the launch of the newest beer brand from Bergenbier’s portfolio,  Staropramen.

The campaign starts on July 29th, through a series of events developed by Lowe&Partners and through which the consumers are invited to drink a Czech beer in an atmosphere that reminds of Prague.

The caravan will start in Bucharest and will continue in Timisoara, Cluj, Brasov and Iasi.

We got the inspiration from Staropramen brand’s values, coming from the tradition and culture of a capital with a fascinant history (…)

Mihai Fetcu

Creative Director Lowe&Partners.

The participants to the events will listen to Czech traditional music and will receive, at the entrance on Staropramen territory, a free pass permit for the 3 days the caravan stays in their town.

The campaign is supported through launch events, TV ads and promotional materials in stores.

The media strategy was developed and implemented by Initiative, agency that handles media, since the start of this year, for all Bergenbier’s brands.

Lowe&Partners manages the creative account for Staropramen since April, and also handles Beck’s and Stella Artois since the end of last year.

The team involved in the project includes Tiberiu Mercurian – Marketing Director and Ioana Bondrilă – Senior Brand Manager from Bergenbier S.A.

From Lowe&Partners, the team includes Mihai Fetcu – Creative Director, Anca Diţu – Account Director and Stefania Ion – BTL Manager, while Initiative is represented by Ruxandra Stefan – Client Service Director and Mihnea Ursu – Account Manager.

Lowe Romania is an agency that won multiple awards over the time, in festivals like Epica, Clio, New York Festivals, Cresta, Golden Hammer and Romanian festivals such as Effie, Ad’Or and AdPrint.

Active in Romania for 18 years, Lowe has in portfolio clients such as Bergenbier S.A., Ferrero, Unilever (Domestos, Cif, Rexona, Rama, Clear, Signal, Delikat), Johnson & Johnson, Bayer, Labormed and Romanian Red Cross.

Lowe Romania and Initiative are members in the group of companies that also include Brand Connection, GolinHarris Bucureşti, HyperActive and Medic One.