Neon 42 - Case Study Neon Beer (Baltika)
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Another beer launch, maybe...But we decided to give it a twist by bringing a different view on the market. Neon Beer by Baltika launch campaign was driven by very different understanding of the young generation in Russia.
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TAM AdEx-A Glimpse into Print Advertising Trends for Y 2024.pdf
TAM AdEx-A Glimpse into Print Advertising Trends for Y 2024.pdfSocial Samosa
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TAM AdEx reports 58% rise in print ad space since 2020
Overview of Print Advertising Trends
The latest TAM AdEx report reveals a 58% increase in print ad space in 2024 compared to 2020, with a modest 1% rise over the previous year. The quarterly trends show a 9% growth in ad space per publication in the fourth quarter of 2024 compared to the first quarter.
Leading Sectors and Categories
The auto sector led print advertising in 2024, contributing 15.2% of the total ad space, followed closely by the services sector at 14.9%. Within the auto category, cars accounted for 8% of ad space, while two-wheelers secured a 6% share. Notably, two-wheelers recorded the highest growth among the top 10 categories, increasing by 29% year-on-year.
Advertisers and Brands
Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.
Sales Promotions
Sales promotion ads played a significant role, occupying 32% of total ad space in 2024. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%.
Over 78,000 advertisers and 104,000 brands utilised print advertising in 2024. Among them, Maruti Suzuki India emerged as the top advertiser, while Honda Activa H Smart led the brand rankings. The top 10 advertisers collectively contributed 14% of the total ad space, with notable entries from Hero Motocorp, Honda Motorcycle & Scooter India, and Tata Motors.
Sales promotion ads played a significant role, occupying 32% of total ad space. Multiple promotions accounted for the largest share at 48%, followed by discount promotions at 39%. Brand promotion ads, without additional incentives, made up 65% of the ad space.
Festive Advertising
Deepavali remained the most prominent festival for print advertising, capturing 28% of the total ad space in 2024. It was followed by Navratri/Durga Puja at 21% and Christmas/New Year at 15%.
Ad Innovations and Positions
Ad innovation also marked a notable trend, with figured outline emerging as the leading innovative ad layout, followed by French window and tab formats. The top five innovative ad layouts collectively accounted for 0.6% of total ad space.
In terms of ad positioning, jacket-full page ads were the most preferred, with more than 8,400 brands opting for this format, led by Allen Career Institute.
Conclusion
The report highlights the resilience of print advertising, with sectors like auto, services, and education driving ad volumes, while festive themes and promotional strategies continue to shape the landscape.
Your Website is Losing You Money. Lets fix that!
Your Website is Losing You Money. Lets fix that!Pixellion
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Your website might be costing you money and you dont even know it. A slow, unoptimised or outdated site means lost traffic, leads and sales.
Austin MUG: Using Scripting & AI in Marketo for Dynamic Personalization
Austin MUG: Using Scripting & AI in Marketo for Dynamic PersonalizationRobyn Hatfield
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Personalization is essential for modern marketing, but standard Marketo tokens have limitations. This session explores how Velocity scripting and AI tools like ChatGPT empower marketers to create smarter, more dynamic campaigns without adding complexity. Learn how to automate personalization, scale email customization, and use AI to generate scripts faster for more effective engagement.
Neon 42 - Case Study Neon Beer (Baltika)
- 1. CASE STUDY - NEON BEER (BALTIKA)
- 2. THE AMBITION Launching a beer seems to be a casual effort in Russia. All the big breweries and brands are competing 鍖ercely to bring some novelties on the market all the time. Baltika, the leader of beer breweries in CIS, part of the Carlsberg group, launched the stylish Baltika Neon Beer as one of the newer additions to the portfolio, developed on the basis of insights into the younger generation of beer drinkers' preferences. The carefully selected ingredients and detailed recipe result in a pale lager beer with a mild 鍖avour. All of that in a very attractive and noticeable bottle.
- 3. THE INSPIRATION We travelled extensively in all the inspiration of the generation from 18 to 25 yo, to understand the importance of the night in their cultural consumption and lifestyle. The night is Many movies, many music tracks and videos, many artists celebrated the night and its mysterious lights for the same reasons.
- 4. THE PLOT Our standpoint was not to take the other beers as a point of difference but to obviously link our strategic thinking to energy/pre-mix drinks that resonate strongly into the youth lifestyle. Instead on focusing on physical energy, we highlighted the mental and psychological strength that would lead the brand to a distinctive and meaningful lifestyle and mood. Behind the brand idea Never Hide, we wanted to create a new aspiration pattern for the young generation.
- 7. THE PLOT All the brand activations were orchestrated to bring this new nightlife feeling to the youth life. From guerilla marketing, events, digital presence and retail marketing. https://www.youtube.com/watch?v=t6jD8C3RRl8
- 8. THE BOX OFFICE Declared best beer launch by Forbes in 2016 Integrated campaign acclaimed by Baltika and Carlsberg Group management team
- 9. THE REVIEWS Artem Petrov, Executive Creative Director, Dada Creative Agency The work on the consumers was really key to ignite the creative teams. And most of all, the amazing idea to twist with the competitive landscape - more energy drinks than alcohol, helped us to get some ideas very fast - ideas that immediately caught the attention of the client.
- 10. FOLLOW YOUR DREAMS LETS HAVE A FIRST TALK Franck Vinchon Founder +7 916 219 26 81 / +33 6 82 61 12 46 franck@neon42.com neon42.com
- 11. THANK YOU