ŻYWIEC: A NEW LIFE

BASELINE SITUATION

Żywiec, once an absolutely cult brand, a myth of the Polish People’s Republic. Today, dethroned by Tyskie, it means nothing for new generations of Poles. After many years of distancing and arrogant communication, the brand has completely got detached from reality! It has become old-fashioned and unhip, in an unrefined FMCG style.

THE CHALLENGE

To bring the legend back to life, to regain its position of a star: an upper mainstream/premium brand with no barriers or distance, the first truly massclusive Polish brand. A modern brand that is aware of its traditional roots.

SOLUTION

Complete rebranding in two steps. The first one to prepare the actual change and the current one that constitutes the new Żywiec. A change of everything: from personality through positioning to appearance. New bottles, glasses, labelling, packaging, taps, furniture, new communication layout: we simply changed everything to make the brand reconnect with its former grandeur. Now, Żywiec looks great in a regular bar, in an elegant restaurant and next to an iPad.