Who took a chance with new brands this year

Bilbor and Azuga mineral waters, BelVita and Oreo biscuits, Elektrik energy drink, Chateau Valvis wine, Arnos breakfast cereals, Dacia Duster, stores Mic.ro convenience, 1×2 Bet Arena Cafe sporting bet agencies and Metro Punct stores are some of the brands launched on the Romanian market since the beginning of the year, attracting promotional budgets that go from several hundred to several millions of euros.

Although it is cheaper to promote a product now than in previous years, amid lower prices for TV, radio, print, and online advertising, companies launched fewer newer brands onto the market than last year.
“Significantly fewer brands have been launched this year compared with last year. It is difficult to bring a new brand onto the market, it requires combined efforts in terms of strategy, price policy, distribution, positioning. Additionally, in a time of crisis consumers are unwilling to experiment with their own money. They tend to remain loyal to the existing, time-tested brands,” says Alex Bădilă, managing director of advertising agency Publicis România.