In cooperation with Grupa Żywiec, we have been working with the Królewskie brand since 2014. Until that moment, the marketing efforts focused mainly on promoting the brand via its sponsorship of the Legia Warszawa football club.
Together with the Client, we developed a brand strategy aimed at reaching a wider target group and making a more meaningful use of the Warsaw heritage.
In its new strategy, Królewskie builds its Warsaw-related profile and proximity to the real life of the residents. The redefined brand identity is best captured in its slogan: “the official beer of unofficial Warsaw”. The strategy was epitomised in the brand creative related to the character of various districts of Warsaw, their history and a limited series of district-specific pack designs.
The new marketing activities helped the brand to become a leader on the Warsaw market.