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Well-Spent Time. Bakalář Presents a New Marketing Concept
Goal: To connect the brand to shared moments and traditions among consumers.
Claim: Good Beer, Well-Spent Time
Summary: Bakalář, the flagship brand of the Traditional Brewery in Rakovník, introduces a new long-term marketing concept that expands its existing claim 'Good Beer' to 'Well-Spent Time'. The campaign emphasizes the importance of shared moments that create new traditions and small social rituals among people, targeting a broader audience aged 18 to 45, particularly in regions where the brand is available. The shift reflects changing consumer behaviors and aims to connect with younger generations while promoting the idea that traditions can also be self-created.
Carlsberg Launches New Campaign with Classic Slogan
Source: https://www.resume.se/marknadsforing/kampanj/carlsberg-tar-tillbaka-klassisk-tagline/
Goal: Modern refresh of an iconic campaign addressing summer challenges
Claim: Probably the best beer in the world
Media: Online, social media, physical activations
Summary: Carlsberg is reviving its classic slogan 'If Carlsberg Did…' in a new campaign in the UK, aiming to provide modern solutions to common summer problems, while highlighting the familiarity and affection for the phrase among fans. The campaign, crafted with agency Fold7, will run until the end of August across various media channels.
Peroni Nastro Azzurro Brings Florence’s ‘Wine Holes’ to the United States
Goal: Promote Italian aperitivo culture
Claim: Experience the culture of aperitivo with Peroni
Media: Pop-up events
Summary: Peroni Nastro Azzurro is launching a pop-up campaign in the United States inspired by the historic 'buchette del vino' from Florence, promoting a relaxed Italian aperitivo culture with friends. The activation starts in New York on July 24, featuring chef Giada De Laurentiis and will expand to other US cities, inviting consumers to enjoy a cold Peroni alongside a special focaccia.
Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese
Goal: To encourage fans to support the National Team with genuine and emotional messages.
Claim: Live the support for our National Team with Cup and Soul
Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.