Until recently, classic and the most popular version of Żubrówka Bison Grass with grass blade was the only member of the Bison Grass family. However, last year there were new additions to this white bison family from Białowieża. Three new unusual, wild flavors: Paradise Apple, Wild Cherry and Forest Wild Strawberry. We were eager to share the news with customers.
Challenge
Our campaign included digital and traditional channels and was aimed at young customers who attend all kinds of festivals and house parties, to purchase fruit versions of Żubrówka Bison Grass.
Our approach
All enthusiasts of colorful ‘fruitness’ were invited to embark on a journey to a place where nature and wildness rule: to Bialowieza Forest. Our slogan „Wildness is our nature” was placed everywhere young people hunt for their “preys”, i.e. at stores and on BTL formats where we left visible traces. The wildness was manifested in a form of tattoos, stickers and in a clothing line. Naturally, we were also present on Instagram and Facebook. We enticed „the young and the wild” to take part in our contest with prizes. Its participants designed tattoos with elements referring to our campaign’s graphic theme.
