Problem: Timisoreana is the market leader in Romania with approx. 15% market share. The brand embodies the traditional values and culture of beer drinking Romania, but over recent years has come under threat from competitors. The challenge was to create an Innovation Pipeline for Timisoreana which brought to life the functional and emotional values of the brand, and also keep hold of its market leader status.
Solution: Through identifying the key functional properties and emotional values within the brand, innovation platforms were built. These were used as starting points to create innovation ideas with a multi-functional team from across the Romanian and European teams within SABMIller. Once built the ideas were assessed internally and with consumers for relevance, before creating an Innovation Roadmap for the brand.
Success: In August 2013, Timisoreana Bruna was the first of a number of line extensions and innovations to be launched for the brand from its Innovation Roadmap.