The new perspectives opened up by Lech Easy become increasingly important, since we are
dealing with a category that welcomes new people basically on a daily basis – those who
reach the legal drinking age or those who simply explore new tastes and beers. We listen,
observe and respond to the expectations of young adults. They like novelties, search for
something different from the products that have been available on the market for years, and
sometimes clearly break away from traditions. Products that for their older siblings or parents
remain evergreen, they often consider passé. When making purchase decisions, young
adults are looking for something that would represent themselves and their status. Lech is
an appealing brand for this consumer group, and it has been present in this segment for
years. With that move, we respond to the changing needs of young adults and strengthen
the brand’s leading position as their favorite beer.
When addressing customer needs, we act multidimensionally – many of the things we
do for the very first time, but we remain consistent with the Lech brand, the portfolio
of which we complement. Lech Easy is a controlled revolution in the world of the
brand.
First impressions matter. The purchase decision often depends on how a certain product
looks on a store shelf and what consumers see first. For years, Lech has been associated
with the color green, but surprise, surprise – we replaced the iconic green bottle with a
transparent one. Thanks to that, the gentle, balanced color that reflects the character of the
beer is visible instantly. What also draws attention is the label – made of recycled paper for
the very first time – and the lack of a bottle neck label. The design is modern, simple and
minimalistic, just easy. At the same time, consumers know right away that they are dealing
with yet another variant from the Lech family.
The taste of beer is important to everyone, but especially to young adults, as they do not like
strong beers with distinct bitterness or too intensely carbonated. They look for refreshment
and lightness. They want to have a good time, while enjoying light beer. Lech Easy is a
modern delicate beer. It is less carbonated, has lower alcohol content and subtle bitterness.
What also matters for young adult consumers is smaller capacity – 400 ml bottle seems
about right. With Lech Easy, we do not go all the way, instead we responsibly take it easy.
It was important for us to tailor Lech Easy’s communication to the target young adult
audience. We wanted the name to bring lightness and modernity to mind. Lech Easy – it is
effortless to pronounce, and everyone knows right away that the product is delicate, light and
“drinkable”. The “Lech It Easy” slogan refers to the saying “take it easy” and related
consumption occasions – get some distance, enjoy the moment, spend some time with
friends in a nice place. Simply, take a break from your everyday life.
For the first time in the history of the brand, we chose a female ambassador – singer Natalia
Szroeder, which was important for us in two aspects. As Lech, we are and want to be
associated with music. That is a strategic area for us. We are present at Poland’s major
festivals: Pol’and’Rock, FEST Festival, Lech Polish Hip-Hop Festival & Music Awards.
Lech’s ads and consumer activations are also music-oriented. The second aspect is to show
that Lech Easy is intended for both men and women. We chose a female ambassador who
fits in perfectly into the world of the brand and strengthens its connection with the world of
music.
The launch of Lech Easy is a milestone for us, as it shows that we bet on novelties across
different levels. We expand the Lech portfolio, providing a solution for those who have not
found a beer for themselves yet, who keep searching. For those who consider flavored beers
too sweet and the traditional ones too bitter. Lech Easy is the golden mean, which is
perfectly reflected by the “Lech It Easy” slogan.
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