Objectives • Make Ursus appealing to 2025 y.o. premium beer drinkers • Make Ursus be perceived as a Romanian icon that encourages young people to achieve their goals
Target 2025 y.o. modern Romanian premium beer drinkers who: • want to achieve more • are involved in a wide range of activities • have a full social life
Strategy Starting date: 1st February 2012 Ending date: 30th November 2012 Slogan of the campaign: Ursus celebrate your success! WORK HARD
Work hard! • Meet the person who inspires you in your journey towards your goals!
To p 10
Bursary Scheme • Extend nationwide • Bucharest, Brasov, Craiova, Iasi, Cluj • 3 students performance, extracurricular activities • 400 / month • End of August – first semester • End of February – second semester