Bergenbier’s 30 years anniversary: Do you remember when…?

The Challenge

For its 30th anniversary, Bergenbier needed to move beyond traditional corporate milestone messaging to foster authentic, active audience engagement and celebrate its heritage as a brand synonymous with friendship.

The Strategy

Drawing on the Romanian tradition of filling out handwritten friendship "oracles," the strategy tapped into collective nostalgia. The brand created a 30-can limited-edition pack featuring prompts beginning with "Do you remember when…?", inviting consumers, creators, and celebrities to co-create a shared archive of memories.

Execution and Innovation

Bergenbier launched the "Bergenbier Oracle," a 30-day, 30-post, 30-question social media series that digitised the packaging prompts. The campaign was brought to life through a video series starring iconic Romanian rapper Puya and supported by a targeted PR blitz sent to 19 key Romanian personalities.

Results

The campaign far exceeded performance benchmarks, generating a wave of authentic community participation and successfully building a living digital memory archive across social platforms.

Judges' Verdict

"A warm and engaging campaign that successfully transformed a brand anniversary into a shared cultural conversation."