Bergenbier and Leo Burnett & Target launched a new communication direction for Noroc, with the beer brand speaking now about a world in which one discovers that luck is not just fatality, it must be crafted with skill.
The campaign promoting the new communication direction includes 2 TVCs, both having a farrier as main character, hich respects religiously the recipe of success: ritual, attention to details and craft in order to get quality
Noroc is a Romanian brand that already has tradition. The care for quality and respect for our consumers aren’t just a happening, we are respecting the rituals exactly, same as the farrier in the ad, and, in the end, we know we aren’t purely lucky, we have a well done thing: a Noroc beer. That’s what we wanted to talk to our consumers about
Marketing Director Bergenbier
The association between the name of the beer and the luck concept allowed us to create a distinctive world of luck, where the craft is the warranty of beer’s quality. These are just the first 2 ads, more will follow to complete the new positioning
Adina Basag Teodorescu
Copywriter Leo Burnett & Target
Bergenbier S.A.: Mihai Bonca (Marketing Director), Anca Stoica (Brand Manager), Teodora Agafitei (Assistant Brand Manager);
Leo Burnett & Target: Irina Becher (Creative Director), Adina Basag Teodorescu (Copywriter), Dinu Gojan (Art Director), Victor Stroe (Planning Director), Dana Marinescu (Brand Communication Director), Cristina Tivichi (Brand Communication Manager), Ana-Maria Feraru (Brand Communication Executive), Sorin Deleanu (A/V Producer).