Ciuc Premium launches its own lemon beer, with an integrated communication campaign

Ciuc announced the launch of a new product, Ciuc Natur Radler, the 1st Romanian lemon beer, as Romanian press was informed.

The campaign for the new beer will focus around the taste, with 4 representatives of Ciuc Premium Institute to go in a tour all over Romania, starting May 1st, to spread Radler and gather opinions on the new product.

Ciuc Premium Natur Radler is inspired by a German recipe, has 63% limonade and 37% beer and is available in store in 0.5l cans and bottles.

The launch of the new beer will be supported with an integrated communication campaign, that will include advertising – with executions on TV, radio, outdoor, print and online -, PR, online and BTL.

From the available information, 23 Communication (Leo Burnett Group Romania) handles Ciuc advertising account, while PR is at McCann PR (McCann Erickson Romania).