From New Name to First Sale: How Baltic Used Retail Media to Launch in Eurocash

Challenge

Launching a completely new beer brand in a competitive retail environment means starting without shopper recognition, purchase history or an established sales baseline. Baltic needed to move beyond initial awareness and generate its first sales across Eurocash, particularly in smaller proximity stores where introducing an unfamiliar product can be challenging. The objective was to demonstrate how retail media could accelerate product adoption and deliver measurable commercial results from the earliest stages of launch.

Solution

Together with Footprints AI’s Retail Media Network, Carlsberg activated an omnichannel launch campaign across Eurocash, combining in-store digital screens with mobile app stories and website display placements. The strategy connected brand discovery with in-store purchase opportunities, helping shoppers recognize Baltic and consider it alongside established competitors. By comparing stores equipped with digital screens against those without, the campaign measured how media-supported visibility related to first sales and sales performance across different retail formats.

Results

The campaign demonstrated the commercial value of retail media in supporting a new product launch:

Up to 4.5x higher likelihood of first sales in screen-equipped stores compared with stores without screens.
+14% sales per store in ABC with digital screens versus stores without screens.
+12% sales per store in Delikatesy Centrum compared with non-screen stores.
518 screen-equipped stores activated across the Eurocash network.
Stronger first-sale performance across store formats, including a 2.7x higher likelihood of recording sales in Groszek stores with screens.

By connecting early brand discovery with in-store visibility, Baltic demonstrated how retail media can support new-product adoption from the very beginning. The comparison between screen and non-screen stores highlighted stronger first-sale activation and higher sales per store, showing the commercial potential of retail media for brands entering a competitive category.

Download the full case study to discover how Baltic used retail media to accelerate first sales, strengthen new-product visibility and outperform non-screen stores across Eurocash.

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