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Rozmowa z Magdaleną Rzepką, Dyrektorem Marketingu w Van Pur

Wywiady

Rozmowa z Magdaleną Rzepką, Dyrektorem Marketingu w Van Pur

Środa, 18 września 2019 HURT & DETAL Nr 09/163. Wrzesień 2019
O rosnącej popularności piw bezalkoholowych, sukcesie tegorocznych nowości oraz o nieszablonowych kampaniach wizerunkowych rozmawiamy z Magdaleną Rzepką, Dyrektorem Marketingu w Van Pur.
Jakie są trendy na rynku piwnym w Polsce? Jak wpisują się w nie produkty z Państwa portfolio?

Najsilniejszym trendem w branży piwnej jest wciąż rosnąca popularność piw bezalkoholowych. W zeszłym roku ta kategoria odnotowała wzrost sprzedaży o 80%. Jako marka Łomża dostrzegamy ten trend i jest to jeden z kierunków rozwoju naszego portfolio produktowego. Z tego względu w tym roku na sklepowych półkach pojawiła się nowość – Łomża Pszeniczne 0,0%.

Istnieje wiele czynników, które miały wpływ na tak nagły skok popularności piw 0,0%. Jednym z nich jest coraz większe zainteresowanie zdrowym trybem życia – nasi konsumenci przykładają coraz większą wagę do tego co jedzą i piją, zwracają uwagę na składy produktów i są aktywni fizycznie. W związku z tym coraz częściej świadomie ograniczają spożycie alkoholu, bądź też całkowicie z niego rezygnują.

Dodatkowo uważamy, że konsument piw bezalkoholowych niekoniecznie musi być tym samym, który sięga po piwa z procentami. Z przeprowadzanych badań wynika, że piwo bezalkoholowe przestało być jedynie substytutem swojego alkoholowego odpowiednika, a brak ograniczenia w postaci zawartości alkoholu, otwiera znacznie większe możliwości w kontekście okazji do spożycia.

Piwa bezalkoholowe są współkupowane z takimi produktami jak na przykład lody – to z kolei oznacza, że konsument uznaje ten produkt za zamiennik napojów gazowanych, soków lub wody. Dla nas, producentów piwa, jest to znacząca zmiana, ponieważ piwo nie jest już traktowane wyłącznie jako towarzysz wieczornych spotkań. Teraz jest to produkt rozpatrywany w zupełnie nowych kategoriach – jako bezpieczne rozwiązanie zarówno dla kierowców, osób uprawiających sport, jak i tych, którzy na przykład właśnie muszą zająć się dziećmi.

W tym roku do portfolio Van Pur dołączyły dwie nowości Łomża Ciemne oraz Łomża Pszeniczne 0,0%. Czym wyróżniają się nowe pozycje na rynku?

Łomża Pszeniczne 0,0% jest unikatową pozycją na rynku. Pojawiło się w sprzedaży w momencie, gdy bezalkoholowe warianty piwa pszenicznego oferowały wyłącznie browary kraftowe i importowane marki zagraniczne. Jest to więc wariant będący odpowiedzią na potrzeby konsumentów i ich rosnące wymagania względem dostępności różnych wariantów piw bezalkoholowych.

Łomża Pszeniczne 0,0% jest pełnosłodowym piwem górnej fermentacji. Do jego warzenia wykorzystujemy polskie chmiele – Marynka i Lubelski. Na ten moment wiemy już, że ten produkt został bardzo pozytywnie przyjęty przez konsumentów i idealnie sprawdził się jako wariant na lato – doskonale orzeźwia i gasi pragnienie.

Łomża Ciemne jest z kolei piwem, którego wyjątkowość polega na doskonale dobranych, naturalnych składnikach. Zostało uwarzone na bazie czterech słodów, a do jego słodzenia wykorzystaliśmy wyłącznie naturalny miód. Wariant jest już dostępny na półkach i zbiera wiele wyrazów uznania, jednak prawdziwego skoku popularności spodziewamy się jesienią. Po pierwsze piwa ciemne są wówczas naturalnie spożywane znacznie częściej, a po drugie na ten okres planowana jest kampania reklamowa poświęcona temu wariantowi.

Tego lata marki Van Pur były wspierane różnymi kampaniami. Proszę o nich opowiedzieć.

Ze względu na to, że w portfolio marki Łomża obecnych jest wiele wariantów piwa, prowadzimy kampanie dedykowane pod konkretne produkty. W czerwcu rozpoczęliśmy kampanię będącą launchem Łomża Pszeniczne 0,0% pod hasłem „100% piwa, 0,0% alkoholu". Działania prowadzone były w różnych mediach – w telewizji, w internecie (online wideo, social media, display), a także z wykorzystaniem formatów outdoorowych czy przy wsparciu influencerów.

Dodatkowo możemy pochwalić się działaniami dla marki Łomża Jasne Pełne, czyli naszego piwa w butelce 330 ml tzw. „bączku”. Jesteśmy partnerem wielu festiwali muzycznych tj. Up to date, Ravekijavik, Wisłoujście czy Salt Wave, które bynajmniej nie są najpopularniejszymi tego typu wydarzeniami w kraju. Czujemy przez to, że wspieramy fajne inicjatywy młodych ludzi, jak również mniej znanych artystów, których twórczość zdecydowanie zasługuje na uwagę.

Na koniec wspomnę o sesji zdjęciowej zrealizowanej z Zuzą Krajewską. Warszawska fotografka przygotowała dla nas serię portretów młodych, kreatywnych Polaków żyjących i tworzących w Warszawie. Wśród bohaterów sesji znaleźli się między innymi fotograf Maksym Rudnik, tancerka Linda Golińska, czy Max Kabara, założyciel Hypetalk – największej w Polsce facebookowej grupy zrzeszającej fanów streetwearu.

Proszę opowiedzieć więcej o projekcie „Swoją Drogą”. Jak wpisuje się on w wartości marki?

Cykl filmów dokumentalnych „Swoją Drogą” był elementem kampanii wizerunkowej marki Łomża. Zależało nam, aby ukazać nasze wartości w sposób ambitny i angażujący, ponieważ w naszym odczuciu powoli kończy się czas klasycznej reklamy. Konsumenci są coraz bardziej zmęczeni i przytłoczeni mnogością komunikatów reklamowych, dlatego szukają treści, które uznają za wartościowe.

Materiały z cyklu „Swoją Drogą” powstały z dużą dozą swobody, którą daliśmy reżyserom biorącym udział w projekcie. Dzięki temu podczas oglądania filmów odbiorcy nie są atakowani agresywnym product placementem. Oferujemy im za to niepowtarzalne emocje, które niosą za sobą prawdziwe historie niesamowitych ludzi – pełnych pasji i pomysłów na przeżycie swojego życia w zgodzie ze sobą.

Autentyczność jest wartością, w którą wierzymy najmocniej, dlatego format filmów dokumentalnych uważamy za doskonale dopasowany do naszej marki – to nasz ukłon w stronę wszystkich tych, którzy inspirują innych podążając swoją drogą. Aby poznać historie naszych bohaterów zapraszamy na stronę www.swojadroga.onet.pl.

Dziękuję za rozmowę.
Monika Kociubińska



tagi: Magdalena Rzepka, Van Pur,


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