Żubr disappears from labels… replaced by endangered species

Żubr – the most popular beer in Poland and, at the same time, the symbol of Podlasie, has launched a unique campaign aimed at protecting endangered animal species. To make people aware of the scale of the threat, Żubr will disappear from beer cans and bottles, yielding to three species: the wolf, lynx, and pygmy owl. The action is conducted in cooperation with WWF, one of the world’s largest nature conservation organizations.

Żubr brand will donate PLN 1 m to WWF Polska to support the wolf, lynx, and pygmy owl protection programs. All these protected-by-law species live in Żubr’s homeland – the Białowieża Forest, and all will become heroes of a commercial that will accompany this CSR campaign.

For Żubr, who has always upheld such values as caring for his loved ones or ensuring peace and harmony in wildlife, this action is a natural complement to the brand’s communication.

For the first time in its history, the brand, which is a sponsor of the Białowieża National Park, participates in activities aimed at the conservation of nature on such a large scale. Żubr, who in commercials has repeatedly played the role of a guardian and defender of the inhabitants of the Forest, now becomes a true protector.

The purpose of the campaign is to make Poles aware of the unusual animals that live in our forests and how much they need our protection. That is why Żubr together with WWF Polska Foundation undertake joint efforts to protect species and their habitats – the most valuable forests in Poland. As the President of the Foundation, Mirosław Proppé, says: “Whether we live in a world where there is also place for nature and its inhabitants, or whether we will become the only predator, depends only on us – people. The wolf is a species that was on the verge of extinction, the lowland lynx is still threatened, and the pygmy owl’s house is being destroyed before our eyes. We are really pleased to have Żubr next to us in the fight for the survival of these species.”