In the first four months of 2007, URBB's advertising expenses exceeded €2.9 million, compared to over €8.5 million in the same period in 2006 at official prices. "All our brands benefit from promotion, depending on each brand's positioning and communication strategy," said Catalin Ignat, Marketing Vice-President of URBB.
URBB's latest move is the launch of a new wrapper. Ignat foresees that the investment, which exceeds $10 million (€7.32 million) can generate a 25 percent increase in Tuborg sales by the end of 2007, compared to 2006. The $10 million were spent on changing the primary and secondary packaging of Tuborg beer and on its promotion campaign. "In the first four months [of 2007] Tuborg sales registered a 10 percent increase compared to the year before same period ," Ignat added.
According to Shachar Shaine, President of URBB, Tuborg is the beer with the most expensive packaging on the market, considering that the "tuby-cap" opening system costs seven times more than a regular cap, the transparent label costs twice as much as an ordinary
one, and the green bottle also adds to the price. The communication campaign was developed by the Graffiti BBDO, Prospero and Tempo Advertising agencies. According to URBB, Tuborg's Romanian market share exceeds 50 percent.
