23 Communication Ideas signs the new Ciuc ad

Ads, Creativity

23 Communication Ideas, an ideas shop founded by Bogdan Naumovici, signs the new ad for Ciuc, part of a brand image campaign – “Taste – the only one that matters” – made for Ciuc Premium.

This is the 2nd campaign developed by 23 on the Ciuc Premium Beer Institute platform. The concept of the new ad continues the story of the campaign that aims to increase brand’s preferences among beer drinkers and to consolidate Ciuc Premium’s positioning around its distinctive taste.

Within “Dump Wagon” ad, the promotions are brought in spotlight, especially the ones that offer unfitted prizes, fake prizes or that mislead clients. The ad presents the life after the promotion for the “fortunate” winner of such a prize, the 500 horse power car, a dump wagon. The conclusion comes naturally: a beer is drank for taste, not for promotions

Bogdan Costin,

Copywriter 23

Launched last year, the campaign “Taste – the only one that matters”  debuted this year in October, with “Antichelis” ad. Besides TV, the main components of the campaign are print, OOH, POSM and online.


  • 23: Bogdan Naumovici (Director de Creatie), Antonio Marzavan (copywriter), Bogdan Costin (copywriter), Radu Roman (Art Director), Laurentiu Semeniuc (Strategic Director), Alexandru Pomana (Strategic Planner), Alina Popa (Brand Communication Manager) and Ana Pricop (Senior Brand communication Executive).
  • Ciuc Premium: Paul Markovits (Director Marketing), Gabriela Galatanu (Group Brand Manager), Jeanina David – (Brand Manager Ciuc Premium) and Ioana Onosie (Junior Brand Manager).