In Russia’s Ural region, where winter lasts about 5 months, freezing temperatures turn any body of water into an ice rink. But in a country where alcohol advertising is strictly prohibited, promoting a beer brand can be challenging. That’s where Parents Brewery got creative.
Their goal was simple: make their beer brand known to as many people as possible while adhering to the law. So, they devised an ingenious plan – they decided to create the world’s first beer ice rink.
The concept was both simple and brilliant. By leveraging the natural icy conditions of the Ural region, Parents Brewery transformed a frozen body of water into an ice rink with their beer brand prominently displayed. The innovative approach captured the attention of millions, generating widespread buzz and interest.
Within just the first day of its launch, the video showcasing the beer ice rink garnered an impressive 4 million views across various online platforms. The campaign successfully achieved its objective of raising brand awareness without resorting to traditional alcohol advertising methods that are banned in Russia.
This groundbreaking campaign, aptly titled ‘Beer Ice Rink,’ was a collaborative effort between Parents Brewery and the creative minds at Soda, an advertising agency known for its innovative approaches. By tapping into the unique cultural and environmental context of the Ural region, the campaign effectively showcased the brand’s creativity and commitment to engaging with consumers in unconventional yet impactful ways.
In addition to capturing the attention of millions online, the beer ice rink also garnered significant media coverage, further amplifying the brand’s reach and visibility. Through strategic dissemination of the campaign across various digital platforms and media channels, Parents Brewery successfully connected with a diverse audience, driving home the message that innovation knows no bounds.
The success of the beer ice rink campaign serves as a testament to the power of creativity and ingenuity in marketing. By thinking outside the box and leveraging the natural environment, Parents Brewery not only circumvented legal restrictions but also captured the hearts and minds of consumers, solidifying their position as a forward-thinking and innovative brand in the competitive beer market.
As the beverage industry continues to evolve, campaigns like the beer ice rink demonstrate the importance of embracing unconventional strategies to stand out in a crowded marketplace. By pushing boundaries and challenging norms, brands can create memorable experiences that resonate with consumers long after the campaign ends. And for Parents Brewery, the legacy of the world’s first beer ice rink will continue to be remembered as a testament to their commitment to creativity and innovation in marketing.
