DEVELOPMENT OF POSITIONING AND BRANDING FOR ONE OF THE FAMOUS CZECH BEER BRANDS
Samson is a legendary beer from the Czech Republic. It was created by a group of local brewers from Bohemia in early 1795. To this day, it is an example of the heritage and production rules of a traditional Czech lager, which AB InBev Efes Ukraine decided to introduce in Ukraine in 2023.
The segment of Czech beer has been represented in our country for a long time. However, until recently it was almost completely monopolized by one of the largest brands in the segment. Previous launches of competitors in the segment took place a long time ago and were limited to a relatively small share of the market.
The great history of the Samson brand is its strength, but the Ukrainian consumer differs in terms of the characteristics of the beer market in general and the Czech segment in particular. Therefore, in order to differentiate Samson from competitors, to make it interesting and attractive specifically for the Ukrainian consumer, we needed to completely rethink its positioning and branding.
The brand name "Samson" defined the renewal strategy. Samson is a man of strong spirit. Someone who has his own values, beliefs and is ready to defend them.
We reflected this idea in the updated beer design.
The design keeps all the heritage of the original brand label: the preserved sketch of the brand name, the coat of arms of the place of origin, the color scheme. But the label is based on the well-known legend of Samson. This plot is depicted on the legendary fountain in the center of the brand's hometown of České Budějovice and is well known around the world. Thanks to it, simple design elements actually turned into a legend that is interesting to touch.