Żubr combines the power of consistency with modern retail media and OOH solutions

Can a brand be both unwavering and surprising at the same time? For years, Żubr has consistently built a distinctive communication universe without succumbing to short-lived trends, while successfully refreshing the ways it reaches consumers. This approach, defined as “fresh consistency,” forms one of the foundations of the brand’s strategy – a stability that remains engaging and relevant.

The latest edition of the campaign, „With Żubr, Even Swan Lake Becomes Watchable,” puts this philosophy into practice by expanding the scope of activities and focusing on innovation at the point of purchase decision.

One such solution in the retail space is the utilization of he Tokinomo mechanism – a technology that integrates movement, sound, and light directly on the store shelf. The device activates when a consumer approaches the shelf, drawing their attention and making the product stand out among competitors. In Żubr’s case, the message is synchronized with the campaign’s unique soundtrack, further bringing the campaign experience directly to the point of sale. The mechanism has been deployed in the Polish grocery store chain Topaz.

At Żubr, we have focused on consistency in building our brand world for years. It is crucial for us to stay close to our consumers, who appreciate our brand’s stability and the guarantee of our unchanging product. Tokinomo is an example of a solution that allows us to bring our communication exactly where the purchasing decision is made – to the store shelf – says Jacek Grabarczyk, Żubr Brand Director. – This is exactly what we see as the essence of fresh consistency: we develop a proven brand world loved by consumers, while simultaneously leveraging new tools that amplify its impact – he adds.

At the same time, the brand is strengthening its presence in urban spaces. The launch of the outdoor campaign was announced by a large-format mural on Tamka Street in Warsaw. Set within the characteristic world of Żubr and its animal characters, the creative took on an extra dimension after dark thanks to the use of a UV effect. This solution not only grabs attention but also builds an immersive brand experience, fitting into the trend of engaging, interactive forms of OOH communication.

The new 360° campaign covers a broad, integrated channel mix: TV broadcasting, digital and social media activities, collaborations with online creators, radio, and innovative in-store solutions. Żubr continues to strengthen its presence at key consumer touchpoints, consistently building a coherent communication ecosystem.
For years, the brand has pursued a strategy that prioritizes evolution over revolution—preserving its unchanging world of nature, characters, and humour, while constantly refreshing how they are presented. As a result, Żubr reaches a wide audience, building a relationship based on trust and predictability. This is also confirmed by the results*. Consistent communication and a strong market presence ensure that Żubr remains the most frequently chosen beer in Poland and has maintained its leadership position since 2013 **.

* Source: NielsenIQ, Retail Audit, Total Poland (Food); sales volume (liters), volume share; weeks 7’2025–6’2026, beer category. © NielsenIQ 2026

** Internal analysis based on NielsenIQ, Retail Audit, Total Poland (Beer), Volume % Share from 2013 to 2025 w45 YTD.