Tyskie celebrates getting on a first name basis in pubs again in a new spot

June 8 marked the launch of Tyskie’s new campaign “What matters is that we’re getting on a first name basis again”. The spot refers to the reopening of pubs, and is accompanied by Marek Grechuta’s song theme.

With Marek Grechuta’s song in the background, Tyskie’s new advertising spot celebrates the fact that we are slowly returning to normality. Using preparations for the upcoming season as a symbol, the brand is looking forward to better days, when we will have a chance to catch up with friends, whom we have been missing for the last few months.

The TV spot is supported by a number of gastronomy-related activities scheduled for the whole summer. The first one is a promotional campaign in about 5,000 gastronomic outlets, as part of which consumers will get a second Tyskie for the price of one. The campaign will be additionally supported with promotion of the participating outlets within their closest communities.

It is yet another activity executed by the brand with the goal of supporting the gastronomy sector during the pandemic. From April, when due to the restrictions pubs and restaurants were closed, Kompania Piwowarska has been collecting, at its own expense, unsold draught beer and replacing it with fresh beer for the reopening (the value of the fresh beer amounted to no less than PLN 5.6 m).

The campaign was prepared by Bardzo and GONG. The spot was directed by Karolina Lewicka and Tomasz Kapuściński. Production was entrusted to OTO films, while media purchase to Zenith.        

The Tyskie brand has been consistently executing its mission, the goal of which is to connect people despite any differences, under the “Let’s get on a first name basis” slogan. The brand’s goal remain unchanged: to find a common denominator despite barriers, which polarize Poles in interpersonal relations.

The greatest potential noticed by the brand lies in conducting social experiments, where Tyskie can actually change people’s attitude and promote openness within communities.

The first project in the spirit of a social experiment took place in a standard block of flats, as there are thousands of them in Poland. The brand decided to work on the relationships between neighbours – since they usually do not even know each other’s names. To encourage them to introductions, the first elevator bar with a real bartender was created.

Last summer, Tyskie explored the recurring topic of beach shelters, which continue to divide Poles both at the seaside and in opinions. The brand built a beach bar, where people could deposit their shelters and exchange them for Tyskie, so they could get on a first name basis with other beach-goers.

In March this year, Tyskie quickly reacted to social distancing, closing of bars and further restrictions implemented due to the pandemic. That’s how the “We always manage to get on a first name basis” spot was created, presenting Poles over the centuries, who despite of difficulties, always managed to use the power of relationships to support each other and overcome obstacles.

In communication, the digital follow-up of the TV spot was a social film project created in cooperation with Wojciech Mann. Tyskie joined forces with the popular journalist to show that even though the times are hard, it is worth supporting each other and being a part of a community. People were invited to join the initiative and, as a result, a film was created – full of hope and faith in a better future – combining amateur recordings by consumers. The video was very well received online, and the cooperation with Mann positively influenced the brand’s image and engagement. Millions of internet users watched the film, and the campaign became one of the most popular in the #stayathome trend.