ŁOMŻA
Capabilities
Brand strategy
Product Innovation
Naming
During our seven years of close collaboration, we helped Łomża grow from a little-known regional beer brand into a strong national one. Together, we found a way for them to compete with larger breweries. As a result of our successful brand transformation work, Łomża experienced double-digit sales growth for several consecutive years.
The concept of 'beer from a small brewery' was developed in response to the growing demand for less processed, more authentic products with an interesting origin.
The Łomża Unpasteurised made drinking Łomżan cool and paved the way for the Łomża Export flagship product. We introduced the distinctive small bottle, evoking nostalgia for the days when 'beer tasted better'.
Another brand energiser was Łomża Podkapslowe, a beer with live yeast in the bottle. The name Podkapslowe means 'under the cap'. It is designed to be mixed before drinking: simply turn the bottle to transform it into a cloudy beer with a distinct flavour.
This new packaging format was introduced to the market by Łomża Podkapslowe. A cardboard box containing 10 small bottles fits neatly in the fridge, allowing you to easily grab an individual beer.
FROM REGIONAL BEER TO A STRONG NATIONWIDE BRAND
We have thoroughly redesigned the Łomża product range for the home market. We introduced the Kurpie couple to symbolise the regional character of the beer, and we expanded the portfolio to include honey beer, which has become one of our bestsellers. These activities reversed the long-term trend and increased sales in the Łomża home market.
When lots of microbreweries offering craft beers appeared on the market, the small brewery's strategy ceased to be effective.
Touchideas came up with the new concept of 'carefree outdoors'. This concept associates drinking Łomża with a state of mind that accompanies drinking beer outdoors with friends in an informal, relaxed atmosphere.
Inspired by our new strategy, the PZL advertising agency launched the groundbreaking 'Łomżing' campaign, leading to further two-digit sales growth.
Radosław Kasyk
Marketing Director, Łomża