Ursus

Challenge
Declining sales of Ursus, a mid-strength spirit in a competitive local market led to the need to reposition the brand, making it relevant again for a younger minded target.

Insight
The fantasy of the night (the imaginary night out) is the most powerful stimulus to social life. Harnessing the power of the imaginary (what could be) rather than the real (what is) creates a powerful brand territory, and a great way to connect with a hard to reach youth audience.

Solution
Inspire the consumer to search for extraordinary nights out, by inviting them to ‘Nights Less Ordinary’, a surreal world where anything goes.