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According to the report by “Świat Kibica” prepared by IQS and Grupa S/F, beer is the most popular alcoholic beverage on a sports fan’s shopping list. Nearly 97% of the responders declared that they purchase beer, and the most frequently selected brand was Tyskie. Moreover, Tyskie’s sales go up when the Polish team is playing, and on the day of the match for every beer of the competition a 4-pack of Tyskie is sold. That is why the brand has prepared a campaign that will reach a million Poles.
Tyskie’s campaign was launched today with an advertising spot, in which the main role was entrusted to Polish fans, who switch to TY with European football enthusiasts. In the spot, among the fans from Italy or England, we see Spain’s Manolo – considered the world’s most popular fan. The TV and online activities are complemented by distinguishable POSM and daily presence in the Hejt Park programmes on Kanał Sportowy. Tyskie also puts money on its traditional flags. The flags have been enjoying continuous popularity – 60% of consumers declare willingness to buy Tyskie with a flag in a store participating in the promotion.
“We know that last year was not easy for all businesses, but I have no doubts that still <<we are the European Champions in switching to TY>>. In order to win gold in sales at Euro, we have focused on visibility in stores, engaging our customers with flags or T-shirts, and started cooperation with the post popular sports YouTube channel in Poland – Kanał Sportowy. I believe that such a diverse and at the same time consistent campaign will help us and our partners achieve a very good result – says Paweł Drubkowski, Tyskie Brand Manager at Kompania Piwowarska, about the campaign.
