Experience with beer brands – from copy till strategies

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Volfas Engelman

Close agency's cooperation with Volfas Engelman brewery provided opportunity to discover, exploit and develop my abilities of strategic ideation.

There I present two work samples based on my strategic contribution – some pieces from Balta Pinta and Dunkel Kvietinis launch campaigns.

Balta Pinta

The big part of success of a new Hefeweizen style beer launch was due to introducing it as a product with the new and "unique" style of consumption – "cover a bottle of Balta Pinta with a glass and turn upside-down". While it is common way in Germany's beer culture – in Lithuanian market of this time it was an appealing novelty.

My contribution – ideation for market entering strategy.

The Launch at Curonian Lagoon Regatta 2015

Being a sponsor of the Yachting Union of Lithuania, Volfas Engelman introduced the new brand with the "new" ritual at the finish of "Curonian Lagoon Regatta 2015".

Fragment from documentary.

TVC

Dunkel Kvietinis

Following the Balta Pinta launch success, the launch of the new – dark – wheat beer Dunkel Kvietinis was also based on "consumption rituals".

The offer was based on insight about a consumption of that kind of beer. As a wheat beer, it has some natural sediments of yeast on the bottom of bottle. If you pour it "stormy" (in "german style" – with bottle in glass upside-down, like Balta Pinta was launched) the yeast dissolves in beer. If you pour it "quietly" – the yeast is left on the bottom of bottle, and you can taste more "clear" beer or just "spice" the foam with an yest at the end. Then the taste of beer is slightly different – more "clear", without vivid yeasty flavour. Really.

My contribution – ideation for market entering strategy.

Demonstration of "1 Beer, 2 Ways to Taste" idea – fragment from Dunkel Kvietinis web page.

TVC

Credits

Agency – TBWA\Vilnius
Client – AB Volfas Engelman, Olvi Plc

Tuborg

Long experience with various projects – from adaptations till promo mechanics for local market, from sales promo campaigns till special brand activities, like the most famous – urban fest Green Night.

Experience with Tuborg brand communication and Green Night projects allowed me to realize that I can make a significant contribution both as creative and as strategic planner.

Green Night

To find more about all the Green Night projects – please look at special project dedicated to Green Night on Behance. Here I present only some work samples to show the scope of my involvments: animated presentation of Green Night 2012 communication strategy and documentary about Green Night 2011.

Animated presentation of upgraded structure and communication strategy for Green Night 2012.

Design only on Power Point

Final "Big Picture"

Documentary

Credits

Agency – TBWA\Vilnius
Brand – Tuborg
Client – UAB Švyturys-Utenos alus, Carlsberg Group

Carlsberg

The first and most significant experience with international brand was a long-term works with Carlsberg.

From adaptations of international campaigns till local sales promos, from copywriting for adaptations till ideation of original campaigns for local market.

“If Carlsberg Did” Campaign

Though there was many various campaigns done, most of them was either adaptations or local sales promo campaigns, so here I present one but most significant sample. Despite the fact that it was based on the international brand's platform “If Carlsberg did”, all the campaign was created and implemented in Lithuania and for lithuanian market.

My contribution – initial ideation of the campaign and copywriting.

TVC

Credits

Agency – VRS WPI Vilnius
Brand – Carlsberg
Client – UAB Švyturys-Utenos alus, Carlsberg Group

Švyturys

The very first steps in adverising business I did with the leading lithuanian beer brand Švyturys.

As I started as copywriter, there was done lots of copy for sales promo campaigns or even bottle labels. However my tasks was both copy and all campaign ideation with a team. This includes works with Švyturys image and sales promo campaigns and the launch of Švyturio Baltas. Couple of work samples – below.

Švyturio Baltas – my first significant work in advertising

Švyturio Baltas (Švyturys' White) was brewery's first Hefeweizen style beer.

All the Švyturys' brands was connected to romanticized life at the seaside of Lithuania's Baltic sea ("švyturys" means "beacon"). As hefeweizen style beer was more pale in color and had to be served cold, Baltas was linked to cold Baltic waters and whiteness of sea foam.

My contribution – initial ideation of the campaign and copywriting

TVC

The Keeper of Lighthouse

For a long time Švyturys' brand was connected to romanticized seaside of Lithuania's Baltic sea. To reinforce brand image with the aspects of commitment to work and quality, new campaign used testimonial of a real personality – lighthouse supervisor ("švyturys" means "lighthouse"). Emphasizing his long-term devotion to work and greatest reward - "when all are back home".

My contribution – copywriting

TVC