ŁOMŻA
EFFICIENT BRAND REPOSITIONING

A new communications strategy for the Łomża beer

ŁOMŻA
EFFICIENT BRAND REPOSITIONING

A new communications strategy for the Łomża beer

TOUCHIDEAS’ ROLE

  • consumer and cultural insights
  • Łomża brand strategy
  • communication strategy
  • portfolio architecture

AWARDS

When many new beers from small breweries appeared on the market, Łomża needed a new communications strategy.

We noticed an emerging beer drinking habit that no brand had used before: in the spring and summer, city dwellers increasingly spend their free time outdoors, in parks and on the grass. A light lager from a regional brewery would fit this occasion perfectly.

This discovery was the starting point for a new strategy: the main concept for Łomża’s communications is ‘carefree time outdoors’. We wanted to associate Łomża with the state of mind experienced when drinking beer in the open, with friends, in a casual and unpretentious atmosphere.

Based on the brief prepared by Touchideas, PZL developed the ‘Łomżing’ campaign. The new marketing communications drove record sales for the brand.