After redesigning its label, Bere Chisinau decided to promote the country-wide popular Chisinau beer to a new target group – the trendsetters, aged 18-30. The brand decided to emphasize the place it was born, namely Moldova, and position its product not only as an alcoholic beverage, but also as a drink that is made with passion and Moldavian spirit.
IdeaWe decided to tell the story of a group of young travelers, who embarked on a cross-Europe journey to show the world the ”Heart of Moldova”.
A group of 7 friends recorded their journey in Europe, having a can of Chisinau beer with them- the symbol of the capital of Moldova. After the videos were launched, we promoted it on social networks, creating buzz and excitement around their adventure and generating a fair amount of free online PR.
We wanted to emphasize the journey’s greatest moments – how the Moldavians interacted with the foreigners, telling them about their homeland and serving them with Chisinau Beer.
How it worked
We created a special, non-branded landing page, www.inimamoldovei.md, on which the 3 videos were consecutively placed.