Leszek breaks the ice Lech Premium’s winter campaign has just kicked off

Leszek returns in its winter version, already for the 5th time, revealing to consumers a limited line of unique cans! Inspired by mountain landscapes and a frozen, crystal-clear lake, they bring to mind the brand’s claim used this year asserting that even when winter get-togethers start off cold, Leszek is the best ice-breaker.

For Leszek every winter is exceptional, but the winter this year will be one-of-a-kind. We owe this to the limited line of cans designed by Zuza Sadlik, who yet again joined forces with Lech Premium brand. The main message of this year’s winter communication is to break ice between people. The cracked, frozen surface of the lake found in the very heart of a mountain landscape combines the symbolic, social meaning of this claim with its literal, winter meaning.

Apart from winter cans unique in their dynamic design, the brand prepared also a 15-second spot which is due to be aired at the end of the year. The winter campaign is supported with an OOH campaign in southern Poland, cooperation with influencers, digital activities, and PR. Additionally, Leszek planned a surprise on one of the ski slopes in Poland for those who love winter fun. More details on the planned activity will be announced shortly.

The campaign and digital activities were prepared by Cut the Mustard agency. Media purchase was made by Zenith media house, while Tailor Made PR agency is responsible for PR coverage and work with influencers.