Pils refreshes its identity and communication

“Our Beer ReciPils” is the slogan of the latest advertising campaign for Lech Pils promoting new beer packaging, straight from the region of Greater Poland. The brand is introducing bottles and cans with a new graphic design, emphasizing the local character of Pils.

In the new campaign, Pils, a brand owned by Kompania Piwowarska, supports the refresh of its packaging. The most noticeable change is the appearance of the standalone, large-size word "Pils" in place of the previous name "Lech Pils". This is a nod to the brand's fans in Greater Poland.

- The introduction of the new packaging to the market is accompanied by the communication of the brand's new creative platform run under the “Our Beer ReciPils” slogan. The starting point for the campaign is the idea that the people of Greater Poland, more than anyone else, are individuals who have everything well-planned, organized, thought out and meticulously executed. This results in exceptional achievements, one of which, and the most delicious, is our local Pils. Hence the “Our Beer ReciPils” communication slogan - says Tycjan Lewandowski – Premium Brand Director at Kompania Piwowarska.

- The new concept for Pils fits into the brand's long-term communication strategy. For years, we have consistently, but each time in a new way, reminded the people of Greater Poland that their approach to life is something exceptional and produces excellent results, which should be a source of pride. This time, we emphasize Greater Poland’s ability to find great patents, plans, solutions and recipes for everything, thanks to which the locals manage everything perfectly - adds Krzysztof Drzazga, Head of Concept at the Chapter1 agency.

The advertising activities will be conducted across channels such as digital, OOH, POS/BTL and social media. All these efforts are managed by the Chapter1 agency. Media planning and buying for the campaign is handled by Zenith Media. The new packaging design was created by Wojtek Mierowski and Prism Studio.

Media Contact:

Marcin Grządka, ŁubuDubu PR - 604 784 897, marcin@lubudubupr.pl
Paweł Usakowski, ŁubuDubu PR - 660 662 200, pawel@lubudubupr.pl