In order to support the launch of the new 2L bottle of GORSKO beer, the creative concept was developed, having in mind two strategic elements. First, the fact that the new 2L bottle is the biggest beer package on the market. Secondly, the existing position of the GORSKO brand - being the “Beer for MERAK” (merak meaning, simple, easy-going moments of enjoyment. These two elements - the ULTIMATE SIZE and the MERAK/ENJOYMENT – were united in a single launch concept - A BIG BEER, FOR BIG ENJOYERS.