In Contrast to Everyone

Alivaria — the oldest brewery in Belarus, part of the Carlsberg family. No.1 beer brand in awareness and volume, fighting its main competitor for every image point in a shared territory (part of the group, history and heritage).

Проблема

Alivaria’s goals were to grow its premium portfolio and strengthen brand image as ‘the best beer in Belarus’ and ‘beer worth paying more for.’ But the premium segment in Belarus grows slowly, with consumers preferring to pay more for international brands. As a mass brand, Alivaria also had to balance being ‘craft’ while still staying clear and accessible to a broad audience.

Решение

The idea came from Alivaria’s new Dark Unfiltered: too dark to be unfiltered, too light to be dark — a unique product even for the brand. This led to our concept: in contrast to everyone else. We launched Belarus’s most contrasting campaign — a craft-inspired, hedonistic mood in black and white, where the product stood out as the perfect balance. In outdoor, where product shots are banned, our label-and-necklace visual turned into a real bottle thanks to billboard logos. A perfect match! We let the mood spill everywhere — across every reach channel. For opinion leaders, we sent something they’d never forget: edible Alivaria bottles. Because gifting beer is banned. And for gourmets — a dessert born from the new beer, created with the Mousse pâtisserie. But the most immersive moment?! Dark Movie Nights! Free, intimate screenings of legendary black-and-white films, paired with snacks curated for the new beer. Seats gone in minutes! This wasn’t a launch. It was a world, where taste and style became one. In Contrast to Everyone.

Результаты

MARKET RESULTS 

Market share in Dark beer segment +10%
Main competitor -8%
Volume share Premium segment +2,3 pp
Value share Premium segment +0,6 pp

IMAGE RESULTS

1st choice +3 pp
Best belarussian beer +3 pp
Beer for indulgence + 4 pp
Brand i can trust +6 pp
Brand worth paying more for +5 pp