HOLLANDIA A Bicycle-Fueled Success Story in the Russian Beer Market.
Launching a beer brand in a highly competitive market like Russia can be a daunting task, especially when facing established giants like Heineken and Carlsberg. However, the brand owner of HOLLANDIA, a beer brand from the Netherlands, took on this challenge head-on. With no marketing activities, brand platform, or positioning in their home country, their partner in Moscow devised a unique marketing strategy that capitalized on the strong association between the Netherlands and bicycle culture.
HOLLANDIA journey in Russia began with minimal assets and no heritage. However, we as the local partner in Moscow recognized the power of association and decided to leverage the universal love for bicycles. Collaborations with bicycle communities, sponsorship of large-scale bicycle parades (50 000 visitors a day), and partnerships with initiatives like "Cycling To Work" and "Cycling Trip from St. Petersburg to Lisbon" formed the foundation of HOLLANDIA’s marketing strategy. By aligning the brand with bicycle culture, HOLLANDIA aimed to create a distinct identity and resonate with consumers
To further establish its presence, HOLLANDIA introduced limited edition packaging that showcased bicycle culture. This not only attracted attention but also positioned the brand as a supporter and advocate of the cycling community. Sponsoring events and featuring them on social media with the help of influential opinion leaders helped create buzz and increase brand visibility.
While competitors like Heineken focused on music and Amstel delved into "Old City of Amsterdam" storytelling, HOLLANDIA took a different proactive approach. The brand employed the iconic music video "I Want to Ride My Bicycle" by QUEEN, which depicted nude ladies cycling on a race track, to create viral content. Although HOLLANDIA’S approach did not involve nudity, the use of the song added a touch of self-irony and set the brand apart from its more serious competitors. HOLLANDIA aimed to differentiate itself by presenting a more light-hearted and approachable image.
Despite the challenges, HOLLANDIA managed to make its mark in the Russian beer market. Over the course of three years, the brand achieved 0.5% market share. By focusing on a unique platform centered around the love for bicycles, HOLLANDIA successfully carved out its own niche and appealed to a specific segment of consumers who resonated with the brand's values.
HOLLANDIA success story in launching a beer brand in Russia serves as a testament to the power of innovative marketing strategies. By capitalizing on the strong association between the Netherlands and bicycle culture, HOLLANDIA managed to differentiate itself from its competitors and build a loyal customer base. With limited assets and a unique approach, HOLLANDIA demonstrates that a well-executed marketing strategy can overcome even the most challenging market conditions.
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