The campaign message underlines the fact that the majority of the brands you are surrounded by are ‘younger’ than (were founded later than) TYSKIE beer. As many possible consumer touch points were used in order to give the impression of 375 omnipresence. The concept was introduced at all possible levels of distribution channels (trade partners, wholesalers, off and on-premise). There were 3 stages. Introductory: sales promo ("Celebrate!"), plus three different mailing sets directed to 3 key influence groups (VIPs, wholesalers, retailers). Plane: mega jigsaw puzzle put together by consumers in 375 pubs throughout the country and TYSKIE newspaper distributed by TYSKIE newspaper lads free of charge. Final: sales promotion “What stands for Tyskie” supported by massive POS action, TV and a highly successful Internet campaign.

Firm MS within the year in spite of furious competitor attacks. Strong growth of most dimensions researched: ‘Beer with years of tradition’ up from 35% (OCT 03) to 53% (DEC 04); ‘The best Polish beer’ up from 49% (OCT 03) to 53% (DEC 04), ‘Brand renowned throughout the world’ 8 p.p. up to 46% vs LY.