New campaign, new packaging, new beer style – Książęce refreshes its image
The next few weeks will bring a lot of novelties in the world of Książęce. In the first half of March, an advertising spot will make its debut within the frame of the brand’s new communication platform and refreshed packaging of the beers will be revealed. There is also a new variant already available in stores – Książęce Irish Ale.
Książęce will enter this year’s beer season with a completely new identity. The brand has comprehensively refreshed its image in order to emphasize its premium character and diversity, and at the same time make it more appealing for the consumers.
Therefore, the brand will soon launch a brand-new communication platform that will invite consumers to the world of Książęce beers and encourage them to visit places characteristic for specific variants. In the first spot, Książęce IPA will take the enthusiasts of specialities to New Orleans, a city swaying to the rhythm of blues, where they will get a taste of beer bitterness that is as delicate as the sound of music. The 30-second long commercial will be broadcast across TV channels and on the internet starting from March 9.
The concept is complemented by refreshed Książęce labels, referring to the places of origin of specific styles. Each of them combines a distinctive colour with subtle illustration – a graphic story presenting the history of a particular variant. Thus Książęce IPA displays an English ship sailing to India, while Czerwony Lager, i.e. Vienna style lager, presents a drawing as elegant and sophisticated as a Viennese palace.
– Thanks to the new communication platform, our consumers will be able to travel around the world of Książęce to discover its richness, explore the specificity of the specialities, and feel their atmosphere. It is an inspiring and exciting adventure – explains Maciej Kuś, Książęce Brand Manager. – The new packaging emphasizes the premium character of the whole collection and is supposed to help consumers find the particular variants more quickly and make them stand out – he adds.
At the end of February, store shelves across the country welcomed this year’s novelty by Książęce. The Irish Red Ale style is a result of another journey and further exploration of the world of beer, particularly brewing traditions and inspirations from the Green Island. This top-fermented beer allows connoisseurs to find a delicate, caramel sweetness, the smell of toffee and nuts, and a bitter finish. It perfectly enhances the taste of roasted meat, hard yellow cheese and nuts.
– We believe that the new Książęce will win the hearts of palates of beer lovers for the simple fact that Ireland and Irish pubs enjoy great popularity in Poland – says Gabriela Janusz, Brand Management Specialist. – However, in the process of selecting another variant for the collection we focused not only on positive associations, but above all on the fact that classic Irish ale has great potential and constitutes one of the fastest growing beer styles among specialities in Poland.
Książęce Irish Ale by Kompania Piwowarska will receive strong support in points of sales – thanks to very visible POS materials – as well as in TV, internet and gastronomic outlets. The new Książęce labels were designed by the Mango Design agency. The author of the brand’s latest creative concept is the Scholz & Friends agency. The advertising spot was executed by the Dynamo production house, while postproduction was taken care of by the Televisor studio. Digital activity is the responsibility of the GONG agency, and PR support is provided by Tailor Made PR. Media purchase was carried out by Zenith.