Soproni: What we have in common

Hungarian beer Soproni reversed an eight-year-long volume decline and improved brand metrics through a new communication platform rooted in Hungarian culture.

Campaign details

Brand: SoproniBrand owner: Heineken HungaryCreative agency: ACG BudapestMedia agency: Publicis Group / StarcomBTL agency: BistroCountry: 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)...

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