Ursus tall tales
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.
Expanded it to a new media format – in this case comic books – which became giveaways & memorabilia.
The Ursus gang
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