Due to the popularity of my two posts on Polish apparel brands - Reserved and Diverse – I would like to introduce you to another successful Polish clothing company and brand called Simple Creative Products, or just Simple.
SIMPLE is an upmarket fashion brand which was launched back in 1993. The brand was created by Lidia Kalita and Maja Palma – two talented Polish designers who are still responsible for all new collections. The brand’s core promise is to deliver beautiful clothes that represent unpretentious simplicity.
Simple's outdoor campaign in 2008
SIMPLE is a brand targeted at modern and confident women who value high quality, uniqueness, and practicability. These are ambitious urban women of young spirit who always want to catch up with current trends, but also differentiate in a subtle way.
Simple's print advertising in Viva! magazine
In 2006 Simple Creative Products was taken over by the Gino Rossi Capital Group which had a plan to gather Polish top fashion apparel and footwear brands. Until now SIMPLE has developed a network of 42 own-brand stores in top locations in the biggest Polish cities as well as in Germany.
Simple's store located in a shopping mall
SIMPLE employs mostly outdoor and print advertising in glossy women magazines. The advertising lay-outs of SIMPLE can be instantly recognized due to their unique and consistent styling and art-direction.
Simple's megaboard advertising in Warsaw's downtown
SIMPLE”s brand pay-off is: Creative Products for Creative People and the advertising slogan for the latest Autumn/Winter 2009 collection is: Creative Urban Pieces.
Simple's print lay-out for 2009 collection
SIMPLE prepares two new collections every year, but also offers limited series of clothes labeled “Limited Edition”. Recently SIMPLE teamed up with Swarovski to launch a special collection of jewellery and blouses decorated with crystals and tagged: ”Made with CRYSTALLIZED™ – Swarovski Elements”
Simple's billboard lay-out / 2006 outdoor campaign
Simple's billboard lay-out / 2006 outdoor campaign
You can find out more about SIMPLE and its collections by visiting its website: http://www.simple-cp.com/index/home.
Simple's big format outdoor advertising in Warsaw
Poland seems to have a limitless potential for creating successful new brands within the energy drink category. Since the huge success of Tiger Energy Drink which has recently managed to overcome the internationally-acclaimed Red Bull, we have witnessed an array of local brands – such as: R20, XL Energy Drink, Bullit - trying to cut out their portion of the growing market.
Green-Up's launch outdoor campaign / copy: Natural Energy
A few months ago a new local brand called GREEN-UP was launched by Herbapol company. What is interesting about this particular product is its unique benefit – it claims to be the only energy drink available in the market that is purely natural. Green-Up is made of fruit juice and guarana extract which contains a huge amount of coffeine. It contains no preservatives, no artificial dye, no artificial sweeteners, and no synthetic taurine.
The launch campaign of Green-Up that included outdoor and TV was prepared by PZL agency, while the new brand’s name and packaging was designed by Czteryczwarte agency. Green-Up’s pay-off says: Natural energy. After 4 months since its introduction to the market Herbapol managed to secure a wide distribution – the new brand claims to have 1,4% of the market.
Green-Up print ad: pomegranate flavour
Green-Up is available in three different flavours: pomegrante, tropical and cranberry. Green-Up’s launch started with outdoor campaign that included three different lay-outs – one for each flavour of the drink.
Green-Up's print ad: Tropical flavour
Green-Up is a lightly sparkling drink sold in 250 ml cans which contain 80 mg of caffeine. It means that one can of Green-Up delivers a comparable amount of caffeine to a cup of strong black coffee.
Green-Up's print ad: Cranberry flavour
A very nice website has been prepared for the launch of Green-Up – you may check it out at: http://www.green-up.com.pl/
Green-Up's website: www.green-up.com.pl
Whiskas is the most popular cat food brand in Poland. It has a very consistent and coherent history of advertising in Poland since the early 1990s. Surely, the pet food brands are nice subject of advertising. It’s quite easy to evoke positive emotions in people by just showing a cute puppy or a pair of small kitten. But Whiskas often employs non-standard media solutions to achieve it. For example, using two adjacent billboards to show the natural mobility of cats… to reach their favourite food.
A subtle sense of humour is also one of the ingredients that make many Whiskas’ adverts more appealing – just like in the below magazine lay-out with cats contemplating pop-art paintings 
Headline: Cats know fine arts
A simple magazine advertising can attract much more attention if it’s intelligently spread out over two pages.
Headline page #1: It will stimulate your cat's senses / Headline page#2: Whiskas with delicious pies
A cat can be depicted in advertising in so many different and surprising ways. A close-up of cat’s muzzle may hint at the type of Whiskas food which the cat has just eaten – like in a series of below cute ads.
Whiskas: in souce
Whiskas: jelly
Whiskas: cream
A package of Whiskas food can also inspire interesting advertising solutions – like this billboard with the outstanding 3D element that certainly draws more attention than a standard flat billboard.
New Whiskas Supreme with whole pieces of fish
The most recent outdoor campaign of Whiskas again employs non-standard 2-dimension billboards with the figure of the cat sitting upon the billboard and reaching for the new Whiskas’ liver pies…
Whiskas with liver pies
… as well as innovative citylight posters at bus shelters where the cat is made to look as if it broke the glass to reach the Whiskas delicacy.
Whiskas with liver pies
Advertising agency: TBWA\ Warsaw, Poland
Fresz is a young Polish brand of fruit-flavoured soft drinks owned by Hortex Holding SA, a company with a very long tradition in products made of fruit and vegetables. Fresz brand was launched back in 2004 and until last year it didn’t attract much attention with its advertising.
I must admit that the current line of communication is kind of hard to ignore… I’m sure you would agree that catching a glimpse of a snowman who prepares to jump down of a skyscraper makes you stop and stare at the telly. The scene looks a bit like snowman’s suicide, but the resolution takes you by surprise.
There are all kinds of ways to deliver refreshment and Fresz is trying to say that it can provide the most unique ones
Snowman's assault or refreshment?
Another surprising TV commercial displays a girl who enjoys a sunny day in a park, but when she takes a sip of apple-mint Fresz, a huge whale that rests behind her in a park pond refreshes her with an abrupt shower.
Fresz prepared a special website connected with the TV campaign – www.orzezwienie.pl ["orzeźwienie" means "refreshment" in Polish] with a contest for a photo/film displaying the most original way of refreshing. Additionally, the site contains some games that feature the snowman and the whale that appeared in the TV commercials. You can also check the range of Fresz drinks, watch the TV spots once again and check the gallery of uploaded photos.
Fresz interactive website - www.orzezwienie.pl (hot night)
The website adjusts to the time of the day, so when it’s a nightime, you can see the moon and dark sky, while during the day it’s bright and sunny.
Fresz interactive website - www.orzezwienie.pl (hot day)
Another thing that can be set by the user is the temperature – you can choose withing a range of: +50° C to -30° C. When the temperature falls below zero, the snow and ice cover everything, execept for the bunch of young guys who only get some warm caps…
Fresz interactive website - www.orzezwienie.pl (cold night)
Simplus, the biggest pay-as-you-go mobile network in Poland, is famous for its ongoing campaign of film genre’s parodies. Until now Simplus has delivered successful parodies of latino soap opera, western movie, horror film (The Others), historical epic (French Revolution) and submarine movie (Das Boot). In its latest campaign entitled Italian Affair, Simplus has tackled the Italian movie Malena (2000, dir. Giuseppe Tornatore) which stars Monica Belucci. The print ads (posters placed in cinemas across Poland) imitate the old-school film posters from the 1940-1950s.
Simplus' poster - headline: Non-limited talking with chosen person
Simplus’ Italian Affair campaign promotes a new service called Unrestricted Number [Swobodny Numer] which allows the user of Simplus network to phone and text a chosen person within this network free-of-charge without any limits. The TV commercial ends with a funny shot of Malena exposing her hairy armpit…
Well, perhaps in the 1940s when the history of Malena takes place women didn’t shave their armpits…
Malena's hairy armpit in Simplus TV ad
Brand: Simplus (Polkomtel) Advertising Agency: Team One Media Agency: Universal McCann Production House: Film Republic Art director: Aneta Szeweluk-Skarbek Creative director: Artur Dynowski Copywriter: Piotr Skarbek Director: Michał Stabliński
Group DANONE (known as Dannon in the USA) is the leader of the fresh dairy products category in the Polish market. There are many different products sold under the umbrella brand of DANONE. One of them is a cream cheese marketed under a subbrand name of Danio.
Danone's range of Danio products
Danio’s brand promise is to satisfy the little hunger that one may feel between the main meals. This key message has been successfully delivered in a long-lasting communication line created by Young & Rubicam Warsaw which is focused on the personified character called Small Hunger [in Polish "mały głód"].
Small Hunger - personified enemy of Danio
In the commercials, Danio products are depicted as the only tool that can effectively defeat the nasty figure of Small Hunger who always seems to appear in a most inappropriate moment for the hero of the commercial.
Danio's key foe - personification of the Small Hunger
The campaign with Small Hunger was started back in 2004 and it has been continued due to its general appeal and success among the wide target group. Let’s have a look at some of the quintessential Danio TV spots.
Danio’s tagline that always closes the commercial is: Danio – the best way to fight Small Hunger.
In another commercial Small Hunger decides to visit a psychoanalyst in order to get rid of his fear of Danio but to no success…
Last year Danone introduced a new vegetable flavours of Danio and the following commercial launched it to the market. If a small hunger wakes you up in the middle of the night, there’s only one way to fight it…
The naughty nature of the Small Hunger figure has been explored in a series of viral make-overs of the official TV commercials. Below you may check out two examples of such executions.
The above video in which Small Hunger ends up in bed with the woman has been one of the most popular Polish viral ads and a rare example of sexually-provocative video for a mainstream FMCG brand.
The launch of Danio Intenso desserts has been supported with a series of print ads focused on the communication of available flavours of this new line of Danio products.
Danio's print ad for the Danio Intenso line - copy: Bite out the hunger!
Danio Intenso print ad - the coconut variant
Danio Intenso print ad - cereal variant
Nokia has just launched a new multimedia mobile called N97 in Poland. Apart from the standard campaign that includes outdoor, press, internet and cinema advertising Nokia also prepared an ambient event to introduce the new model to the people of Warsaw and create some buzz around the product.
Big-size mockup of Nokia N97 in Warsaw's downtown
The campaign’s slogan says: Life moves on-line. This big-size installation that was assembled in the very center of Warsaw, next to the underground station Świętokrzyska, shows not only the design of the new phone, but it also has a live screen which displays the menu and the multimedia features of the mobile. Below you may see a short video shot during the installation of the mockup.
Print lay-out of Nokia N97's launch campaign in Poland
This time just a short post on a new cool commercial from 36.6, the pay-as-you-go mobile network for young people that was launched in Poland last year. I discussed the communication strategy and the previous campaigns of 36.6 in one of my earlier posts – you may check it out here. The TV campaign that was aired in June and July 2009 introduced the new offer with two main benefits: free-of-charge internet and 0,29 PLN per minute for all phonecalls.
The tagline of the campaign is: Probably you don’t deserve a present, but you shall get it from us anyway – the free-of-charge internet for topping up your account and 0,29 PLN per minute for all phonecalls.
Well, so we got a guy who crushed a poor little beetle (although there’s a subtitle in the spot claiming that no beetle was harmed during the shooting of this commercial…), while in the second spot entitled “Avalanche” we have another guy who certainly doesn’t deserve any presents He lets a fart that brings about an avalanche…
Company: Polkomtel / Brand: 36.6 Advertising Agency: Team One Warsaw, Poland
Art Director: Aneta Szeweluk-Skarbek
Copywriter: Piotr Skarbek
Creative Director: Artur Dynowski
Director: David Popescu
Biedronka [it means "Ladybird" / "Ladybug " in Polish] is the biggest chain of discount supermarkets in Poland owned by a Portuguese company Jeronimo Martins. There are over 1350 supermarkets under Biedronka’s well-recognized logo across Poland and the company has over 27 000 employees. Biedronka’s brand pay-off is: Low Prices Everyday [Codziennie niskie ceny] which matches the entire communication of the brand focused on low prices.
Biedronka also publishes its own TV Guide called Kropka TV. In 2009 Biedronka entered the mobile telecom category as it launched a MVNO brand Tu Biedronka with the claim Cheap Phonecalls Everyday.
The long-lasting campaign concept for Biedronka’s TV commercials created by Publicis Warsaw is based on the idea of showcasing the Biedronka’s products as living creatures that talk to each other, have feelings and emotions. For example in the following spot the cucumber orders the potatoes to undress, however the potatoes are shy and don’t want to be naked in front of strangers…
The main goal for the advertising agency was to improve the image of Biedronka’s product and show them as high quality products. In another commercial scrammbled eggs talk to each other while being fried in a pan.
Two sausages on a plate are discussing the whereabouts of the mustard before being consumed. Biedronka’s spots always end with the slogan: Biedronka’s products recommend themselves for … [the ending is changed to suit the products in the particular spot – e.g.: for: grill, parties, Xmas, baking, holidays, etc.
Another great spot features two cans of meat – one of the cans admits that its boyfriend invited her for camping holiday and probably expects her to be open with him…
One cracker asks the othere where other snacks have gone. The other cracker answers: They went into deep.
Here we’ve got two halves of an orange discussing how improtant it is to find your other half who understands you perfectly. The single cherry that overhears the discussions begings to weep.
The vegetables are trying to find out what is planned for the dinner. The garlic who checks the recipe answers that it’s completely Chinese which in Polish means “I have no clue”. The spot ends with the claim: Biedronka’s products recommend themselved for Chinese dishes.
The traditional Polish dish called “Leniwe” (means “lazy”) stars in this awarded commercial of Biedronka.
Finally, the TV spot that launched the Tu Biedronka mobile network – vegetables have some problem with the smell of garlic and decide that it’s better to keep in touch with him by the phone…
Advertising agency: Publicis Warsaw, Poland
Ptasie Mleczko, which in Polish means “bird’s milk” is a soft chocolate-covered candy filled with milk soufflé. This unique Polish delicacy was developed by E.Wedel company in the 1930s. Nowadays Wedel brand belongs to Cadbury, but all traditional products of E.Wedel, including Ptasie Mleczko, are still sold under Wedel brand.
Ptasie Mleczko - Wedel's current standard packaging for 420g box
There are several flavours of Ptasie Mleczko available – the most popular are: vanilla, creamy, and chocolate flavours. Occasionally Wedel introduces also other flavours – for example the advocat one. Below you may check the TV commercial which launched this new flavour.
One of the most memorable TV campaigns of Ptasie Mleczko was the one which introduced the new creamy flavour covered with extra milk chocolate. Three girls are looking at something and commenting how sweet and lovely this is. Their behavour implies that they are talking about a little baby, but in the end we find out that it’s the new Ptasie Mleczko…
Recently Wedel launched new variant of Ptasie Mleczko – a small wrapper with two “long fingers”. This type is just perfect to enjoy at some short coffee break or when you just feel like having something sweet.
Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven.
You don’t need to buy the whole big box anymore. As always, the key benefit which is the focus of communication is the lightness of this delicacy. The outdoor campaign which employed the citylight pannels at bus shelters displayed lay-outs with a young woman or a young man whose heads are covered with fluffy clouds suggesting the lightness and smoothness of the milk soufflé filling.
Wedel's Ptasie Mleczko citylight ad - copy: Try it! It feels like heaven!
The TV spot which was aired for the launch campaign of the small wrapper variant showcased the lightness of Ptasie Mleczko and the moments of self-indulgence. The slogan for the campaign was: Your piece of heaven wherever you want to have it.
The advertising agency responsible for communication of Ptasie Mleczko is Saatchi & Saatchi Warsaw.
