Carlsberg Okocim admits - 'Probably the best way of confusing customers'

Carlsberg Okocim has drastically changed its Okocim brands promotion strategy. In the first half of the year their 150 year-old brand Okocim Jasne Pełne was not promoted at all while the brewery spent as much as zł.10.5 million on Carlsberg beer advertising, over 50% more than in the first six months of 2003. The company also ceased to promote Okocim Karmi and the only advertised Okocim brand is Okocim Mocne that received only zł.3.5 million for its promotion. "After many expensive but ineffective advertising campaigns aimed at revitalizing the Okocim Jasne Pełne brand the company decided to wait a while," said Carlsberg Okocim's spokesperson Melania Popiel. She admitted that Okocim has lost its strong market position due to its inconsistent marketing strategy and many changes to its image. "Okocim remains one of the most easily recognizable brands, but it is not enough to be successful," said Edward Korbel, head of the research department of the MindShare media house. Carlsberg Okocim is assuring its customers that they do not plan to stop brewing Okocim. (Puls Biznesu, p. 8) D.W.