The strategy we developed intended to present Łomża as a beer from a small brewery and turn it into a leader among Polish regional beers. The positioning concept for Łomża was a response to the emerging trend whereby consumers abandon mass market foods, turning to less processed, authentic products with an interesting origin.
The brand energiser we designed, i.e. unpasteurised Łomża in a small bottle with an old-times design (resembling the designs from communist times), created a trend among opinion-making consumers to drink Łomża and paved the way for the main variant, Łomża Export.
The concept of a ‘small brewery with big beer’ served as a starting point for an effective advertising campaign developed by Brain and Testardo in collaboration with Touchideas.
Following the implementation of the new strategy, sales rose by more than 30 per cent per annum. This was the first marketing campaign in Poland to receive an award for both effective communication and product design.