Alex Badarau

URSUS

Project

Ursus tall tales


Role

Lead Copywriter


Agency

BBDO Bucharest

Ursus, the leading premium beer in Romania, had a few problems. Its core target was getting old and sales were decreasing. It had no clear communication plan and just kept using its symbol – the bear – which was quickly losing relevance.


Feeling that there’s no time for manifestos, we dropped the bear and created an entire Ursus universe where anything becomes legendary, whether it’s winning a T-shirt or launching a new SKU.

We kicked it off with a T-shirt promo that established the new modus operandi.

Adapted it to Ursus Nights

Continued down the same path the following year.

Used it to launch a new SKU for the biggest Eastern European music festival.

Expanded it to a new media format – in this case comic books – which became giveaways & memorabilia.

Project

The Ursus gang


Role

Lead Copywriter


Agency

BBDO Bucharest

Even the most outlandish stories can get a bit long in the tooth. So for the next step we took a detour from them and landed on the cornerstone of the brand’s ethos – friendship.


We created the Ursus Gang, a group of friends that represented what we stood for – sticking together through thick and thin and always reconnecting over

a beer. 

The gang was introduced alongside the message – When it’s beer night, we leave no one behind. 

And their adventures continued throughout the year, telling everyone that what starts with Ursus will have an epic finale.

They introduced another T shirt promo &

our partnership with Untold.