Campaign details

Brand: Soproni
Brand owner: Heineken Hungary
Creative agency: ACG Budapest
Media agency: Publicis Group / Starcom
BTL agency: Bistro
Country: Hungary

Market background

Soproni is Hungary's most popular beer, leading the category in market share value and volume since 2013. But in 2015 the Hungarian beer market was undergoing significant changes.

Soproni’s market segment (lager-driven mainstream), which had long dominated the market, had been increasingly shrinking (between 2014 and 2015 alone, it reduced by 5%).1

This was due on the one hand to the cheaper segments (international mainstream and value-for-money brands) growing by 6%, and on the other to the emergence of a new consumer need for variety which led upper-mainstream consumers to upgrade to more premium products.