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.