ŁOMŻA
Capabilities
Brand startegy
Product Innovation
Naming
During the seven years of close work with Touchideas, Łomża went from a little-known regional beer to a strong national brand.Together we found the way to compete with large breweries. s a result of successful brand transformations, Łomża experienced double-digit sales growth for several years in a row.
The idea of „beer from a small brewery” was a response to the emerging trend of moving away from mass products towards those less processed, authentic, with an interesting origin.
The Łomża Unpasteurized made it cool to drink Łomżan and made way for the flagship Łomżan Export. We introduced a characteristic small bottle bringing nostalgia to the old days when ‚beer tasted better’.
Łomża Podkapslowe, a beer with live yeast in the bottle, was another brand energizer. The name Podkapslowe means „under the cap.” Podkapslowe was created to be mixed before drinking: by turning the bottle intuitively, it transforms into a cloudy beer with a distinct flavour.
The new packaging format was introduced to the market by Łomża Podkapslowe. A cardboard box with 10 small bottles fits in the fridge, allowing you to easily grab individual beers.
FROM REGIONAL BEER TO A STRONG NATIONWIDE BRAND
We have thoroughly re-designed Łomża home-market product range. In the foreground, we introduced the Kurpie couple symbolizing the regional character of beer and expanded the portfolio with honey beer, which has become one of the bestsellers. All these activities reversed the long-term trend and brought increase in sales in Łomża home-market.
When lot of microbreweries, offering craft local beers appeared on the market, the strategy of the small brewery ceased to be effective.
Touchideas came with a new idea of „carefree outdoors”. It attributes drinking Łomża to a state of mind accompanying drinking beer in the open air, with friends, in a loose, unpretentious atmosphere.
Our new strategy inspired the the ground-breaking ‚Łomżing’ campaign by the PZL advertising agency which led to further two-digit sales growth.
Radosław Kasyk
Marketing Director, Warka