A la guerre comme a la guerre Do your things with a French accent

Kateryna Dzhurynska, Brand manager (Carlsberg Ukraine) Buzunova Olga, Director of Publicis Groupe Content (Publicis Groupe) Yaroslav Mudriak, Strategic Director, Publicis Groupe Content (Publicis Groupe) Artem Chistov, Stretegist, Publicis Groupe Content (Publicis Group e) Solomia Lob, Head of Branded Content, Publicis Groupe Content (Publicis Groupe) Anastasiia Kanonska, SMM & Production head, Publicis Groupe Content (Publicis Groupe) Yuliia Bilinska, Senior SMM Manager, Publicis Groupe Content (Publicis Groupe) Olena Oleia, Digital Copywriter, Publicis Groupe Content (Publicis Groupe) Yuriy Bryl, Digital Designer, Publicis Groupe Content (Publicis Groupe) Stanislav Bersteniov, Digital Designer, Publicis Groupe Content (Publicis Groupe) Maryna Grygorenko, Managing Director (Zenith Ukraine) Dmytro Pavliuk, Senior Media Planner (Zenith Ukraine) Anastasiia Bystrushkina, Media Planner (Zenith Ukraine) Ruslan Taranenko, Senior Strategic Planner (Zenith Ukraine)

(Case Study of 2022) The super-premium beer brand KRONENBOURG has been building its attributes in the FASHION territory for several years. This required large investments, but by differentiating from the main competitors, the brand gained growth in premium attributes year after year. In 2022, the Brand showed a decline in sales for the first time in its history. Therefore, in 2023, it was crucial to resume the communication of premium attributes to deliver its added value to consumers who prefer cheaper brands in times of economy. Understanding the irrelevance of FASHION in the war, KRONENBOURG found its renewed meaning. The Brand's communication is based on supporting Ukrainian designers who continue creating and responding to the needs of society. In partnership with VOGUE UA, we created the Resilience & Social Impact nomination and provided real help to the laureates. As a result of the campaign, we achieved more than reversing the downward trend in sales. We solved the Brand's strategic task and found a new meaning in the FASHION communication platform that meets the need of society in the war.