The past year has been the best proof that taking it easy pays off. The introduction of a new creative platform, refreshed positioning, and a strong presence in urban spaces and digital channels have delivered the expected results.
A New Chapter
Bold decisions made at the end of 2023 led to equally bold executions. We launched the new creative platform with the brand’s manifesto, ensuring its visibility through murals, OOH, press, and digital activities. With the message "Seize the moment," we want to remind people that sometimes it’s worth slowing down and relaxing.
The new visual identity is built around the “L” icon, creating a cohesive image across the entire brand portfolio. Packaging was refreshed with an easy-grip feature for better handling. Lech Pils, brewed in accordance with Wielkopolska traditions, maintained its classic form.
Additionally, the One Lech campaign offered all beers at the same price. This perfectly executed cross-promotion for the entire product portfolio strengthened the brand’s stable and consistent image.
A Strong Entry
May was the time for a powerful launch. The commercial, rooted in the new platform, focused on various moments that encourage logging off from the digital world, stepping outside, and slowing down. The film showcased the entire Lech portfolio, with a strong emphasis on non-alcoholic beers. Robust communication support led to an excellent campaign reception.
Seizing the Potential of Summer Moments
At Poland’s biggest festivals (OFF Festival, Audioriver, and Tauron Nowa Muzyka), we created the "Neighborhoods of Chill" (Osiedla im. Luzu). Among the attractions — besides artifacts reminiscent of 90s block estates — were a real barbershop and a tattoo studio. In collaboration with the Dre$$code collective, we designed a unique space for customizing clothes.
Chill is our thing — literally. In a summer contest, the grand prize was a lifetime lease of an allotment garden (ROD). After all, what better way to go offline in the heart of the urban jungle than with your own little green oasis?
Urban chill enthusiasts loved our summer collaborations with Loca Bikes, which resulted in custom bicycles. Another highlight was the drop of skateboard decks created with visual artist KOXU87. Kiteboarding fans could ride the waves with specially designed gear featuring Lech’s signature “L” logo.
Fall Belongs to Lech
While others get caught up in the work grind after summer, we say: "Hold our beer." In our autumn campaign, we highlighted the importance of work-life balance. Instead of overtime, we encouraged people to seize the moment.
Our "Chillboard" was set up outside office buildings on Burakowska Street in Warsaw, where people could grab a free Lech Free exactly at 5:01 PM (17:01) — right when the workday ends.
We stay on top of the latest trends to create engaging RTMs that spark conversations with our brand’s fans and strengthen our presence on social media.
The Results
Historic changes led to historic results. A year of intense work, a wide range of activities, and the right tools all translated into impressive numbers. The brand recorded a value share increase from 6.6% to 7.1% for the entire Lech family (Week 46, YTD, Nielsen, Total Poland). In Q2 2024, the brand achieved the highest Brand Power index in history.
Keep seizing the moment — because we’re just getting started!
