Zibert Receives Recognition at Effie Awards Ukraine 2011
The Zibert Rebranding Campaign has been rated very highly at Effie Awards Ukraine 2011 for effectiveness in marketing communications. The Zibert brand won an award in the Alcohol and Low-Alcohol Drinks category.
The Zibert brand was launched in March 2009, when the first wave of the financial crisis hit the country. Communication with customers was based on two principles: high quality of the new beer and affordable anti-crisis prices. And the approach hit the bull’s eye! By the end of 2009 Zibert beer had won a significant market share, surpassing all expectations. And by the end of 2010 it held about a 6.5-% share of the Ukrainian beer market, demonstrating high growth rates.
“The Zibert brand really means a lot to me. It was a very difficult time for the Ukrainian people, when we launched the brand and it was impossible to foresee customer response to the new product. I am extremely pleased that our continuing efforts have been recognized at such a prestigious and influential marketing contest as the Effie Awards. This proves that we are heading in the right direction. I’m sure we will continue to reach new heights”, says Vitaliy Tkachenko, Marketing Director at Obolon Corporation.
“Zibert is one of the most successful brands in the Ukrainian beer market. With a limited promotional budget we have managed to achieve outstanding results. Zibert ranks no. 5 among top beer brands in Ukraine. We owe our success to the powerful positioning strategy: Premium, quality German beer at an affordable price. Everyone would like to get high quality products and pay less”, says Oleksiy Bezuhlyi, Head of the Beer Marketing Department at Obolon Corporation.