May 30, 2023

May 29, 2023 Ciuc Radler® teams up with Minio Studio because an intense and fun summer is announced, with the launch of the new assortment: Watermelons and Black Currants. Ciuc Radler® aims to be one of the new generation’s favorite drinks and start the fun, anytime, anywhere and with anyone. For Gen-Z, fun is often a planned topic – falling under the eternal “when…”. We often hear “when we will go to the festival, when we will have a party, when we will go on vacation”. Often times, planning fun is still an anxiety that young people feel in the context of a busy and alert life. As a catalyst for everyday fun, Ciuc Radler® starts communication on a new platform “Get Your Dose of FUN”, the first communication flight starting in April. But the whole summer promises to be fun, with the launch of the new Radler with Watermelons and Blackcurrants. This is a local innovation and completes the brand portfolio, which now includes 4 variants, all with 0.00% alcohol. “The new platform is new and a contagious joy. We try not to take ourselves so seriously, to create and propagate fun in everything we do. That’s why Ciuc Radler® wants to bring a dose of fun – both through the product and through communication”stated Sharon AnnetteMarketing Director HEINEKEN Romania. Thus, the Radler® summer will be lived under #OSăFiePepene – because there will be an intense 360 ​​communication, at the end of which all the teams involved will cool off with a Radler®. The campaign includes a new TV spot where consumers will discover two surprising characters. Along with the new TV spot, Ciuc Radler® has changed its social media communication and will launch a project made together with GenZ content creators. DZF will be a series of humorous content, a real dose of fun. Moreover, Ciuc Radler® has planned special outdoor projects, activations and trade promotions, as well as the presence at Electric Castle, one of the hottest local festivals. So, summer with Radler® won’t be crazy or cool, but #osăfiepepene. The new communication platform is developed and implemented by the strategic communication agency Minio Studio, the new partner that Ciuc Radler® chose following a pitch held in the middle of last year. And this year, the media partner is Dentsu, who will manage the media communication on all the brand’s channels, online and offline. Teams involved: Gabriela Gheorgheasa – Senior Media Planner Radler® tassel, present for more than 10 years on the local market, is part of the HEINEKEN Romania portfolio. Being one of the representative players in the Flavored beer category, the brand constantly surprises consumers with product and packaging innovations, being characterized by variety at portfolio level, respectively: Melons & Black Currants, Lemon and Lime, Raspberry and Lemon & Cherry and Lemon – all present in the 0.00% alcohol segment, alongside the Lemon and Lime 1.9% alcohol variant. Ciuc Radler® supports moderate alcohol consumption and has created an assortment suitable for all moments of the day, with a low caloric intake, without dyes and without artificial preservatives. HEINEKEN is the brewing company with the most extensive presence in the world. Recognized for the Heineken® brand, the group has a portfolio of over 300 international, regional and local beer and cider brands. Worldwide, we are present in more than 70 countries, and our more than 80,000 colleagues bring our company values ​​to life: Passion for consumers and customers, Courage to dream and be pioneers, Care for people and the planet, Joy of living. In Romania, we offer a diverse portfolio of beer and cider brands, most of which are produced in the three local factories in Craiova, Ungheni and Miercurea Ciuc. Our commitment to the local market is reflected not only in the diversity of brands, but also in our actions: we have 1,100 employees in Romania, we source more than 70% of our ingredients from local suppliers and we are dedicated to our sustainability agenda, ‘Brew a Better World 2030’. Minius Studio is a strategic creative agency. Launched in 2016 by Ioana Mucenic and Paul Cotor, the agency now has a team of 25 professionals, complemented by a large ecosystem of collaborators with specific expertise.