Immaculately clean and majestic nature of Białowieża Primeval Forest became our inspiration to create a unique vodka: Żubrówka Czarna; an excellent wheat vodka which owes its taste to a filtration with an oak charcoal. The latest communication campaign for Żubrówka Czarna focuses on this purifying process and makes it a focal point of sales activation.
Challenge
The issue of air purity in Poland has been a challenge for years. That is why Żubrówka Czarna, as an expert on the purifying process, decided to start a project Black Clearing in the Forest (Czarna Polana) and join the efforts to help solving this problem.
Our approach
We kicked off our campaign by an amazing mural which was painted in Warsaw, by famous illustrator, Patryk Hardziej. The art piece, thanks to a special paint that was used, filters the impurities from the surrounding urban air. Journalists and influencers received direct packages – each package included a set of puzzles which referred to the mural graphics, a letter explaining the idea, written on a “growing” eco-paper, and 3 variants of the Zubrowka vodka.
Our activities also included a contest activation in stores, called ‘FILTRATION BRINGS PRIZES”. Participants could win many carefully chosen prizes: energy-saving TV, watches made of oak wood, desk air purifiers, and bottles of Żubrówka Czarna.
In stores we placed floor stickers, shelf-stoppers and shelf strips informing about the contest. Temporarily, just for the duration of the activation, we changed the look of the bottles, to mural-inspired limited edition. We also added a deck of unique cards, with elements of Patryk Hardziej’s illustrations.
We used our social media channels to share sponsored animated and static posts to keep our followers informed.
The entire communication revolved around our dedicated landing page. It included information about the project, contest form and information about the prizes; on that page we also explained in a very non-standard way how the mural works.
