Stolichno Hop(s) On Bus Campaign
Stolichno is a niche player in Heineken’s portfolio, which aims to educate beer lovers about the variety of recipes that the world of beer offers, presenting more exotic for Bulgarians recipes such as Bock, Weiss, Pale Ale and Amber Pills. In its mission, the brand often encounters resistance from conservative lager beer consumers to test different beer styles – of which the brand’s portfolio consists entirely.
To motivate the general beer audience to test more exotic beer styles, Stolichno sent an unexpectedly attractive invitation to the townspeople: to experience their cities as tourists!
Introducing the Stolichno Hop(s) On Bus – a real beer tour exploring the sights of their city and revealing its “hidden in front of their eyes” beauty… combined with a tasting of all beautiful Stolichno tastes which were “hidden from their taste buds” for years.
Stolichno’s unexpected approach caught beer consumers off guard and provoked their great curiosity to the extent that the bus did not have even one empty tour, despite (or because of) the fact the tickets for the tours were paid.
And the result was the most attended series of events organized by the brand in its history.