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LOT Polish Airlines welcomes the Dreamliners to its fleet with a new image campaign

August 16, 2012

The quick and unexpected success of OLT Express airline  in the domestic market (unfortunately it has just ended with a bunkruptcy of OLT ) forced LOT Polish Airlines, the flag carrier of Poland, to launch its first major image campaign in years.

The assembly of LOT’s first Boeing 787 Dreamliner

The airlines is awaiting the delivery of the brand new Boeing 787s – the so-called “Dreamliners” – and it shall be the first European airline to have these aircrafts in October 2012.  The beautiful TV spot that premiered in May 2012 introduced LOT’s new brand claim: Our horizon is future.


The TV and cinema campaign is supported with print campaign – the ads bear a somewhat surprising headline: The Most Modern Airline in Europe.  In fact LOT has recently replaced some of its older aircrafts used for European routes and thus now it can communicate that its fleet that operates these routes is the most modern – the average age of its European fleet being below 5 years.

LOT’s print advert with the headline: The Most Modern Airline in Europe

Alice is lured to Wonderland to taste the new Redd’s Cranberry beer

July 24, 2012

Redd’s – the popular fruit-flavoured beer targeted to women in Poland – has just added a new limited edition cranberry flavour to boost sales during the crucial summer season.  The newly-launched Redd’s Cranberry is the 4th compliment to the standard Redd’s range which consists of: Redd’s Apple, Redd’s Sun (tropical fruit) and Red’s Red (raspberry) – the cranberry variant is packaged in black cans and thus the accompanying slogan:  Black but Red.

copy:   New. Black but Red of cranberry flavour

The Redd’s Cranberry launch campaign is the second installment of Redd’s new advertising format that was introduced last year under the tagline: Curiosity – the first step to Redd’s.  The TV spot is a beautifully surreal dream sequence that skillfully employs the imagery associated with the famous novel Alice’s Adventures in Wonderland. The heroine is attracted by a mysterious man wearing a White Rabbit’s mask and falls down a Rabbit Hole while following him…


As in the last year’s campaign, the girl is tempted to drink Redd’s beer and obviously she isn’t able to resist her curiosity.  After tasting the Redd’s Cranberry a lavishly decadent party begins and the girl discovers that behind the White Rabbit mask there’s a pretty handsome guy…

… Thus the brand’s promise has been nicely accomplished – the girl’s curiosity led to her first tasting of the new Redd’s Cranberry, but it may have also initiated a romance.  The campaign combines TV advertising with online activities that are centered around Redd’s Facebook fanpage (over 176 000 followers) and its minisite:

The campaign was prepared by GREY Warszawa, the spot was produced by Papaya Films and directed by Mark Wilkins.  Below you may check the “making of” material from the shooting of the TV advert.

Mike Tyson embodies the power of Black Energy Drink

June 30, 2012

Last summer I described here in my blog how it happened that FoodCare’s Tiger Energy Drink evolved into Black Energy Drink.  Almost a year passed and now we witness the first big budget, celebrity-endorsed campaign effort which is a clear attempt to boost the awareness of the new brand and win back the customers who remained loyal to Tiger Energy Drink, a brand which now belongs to Maspex, FoodCare’s main rival in the energy drink category.  The decision to hire a famous ex-boxer Mike Tyson as the brand ambassador recalls the origins of Tiger Energy Drink which was endorsed by Dariusz “Tiger” Michalczewski, a successful Polish boxer.


But as you may see in the first TV ad called “Black&White Room”, Mike Tyson is not his usual rough “beast” character – dressed in a white suit he plays the piano and sings a song about his buddy – a can of Black Energy Drink – which apparently has more guts than Mike himself…

Mike Tyson touts Black Energy Drink on TV, internet ads and on giant megaboards – the campaign’s slogan says:  That’s how Black works!  The tattooed face of Mike Tyson is also featured on a limited series of Black Energy’s cans called Mike Tyson Collection.

Black Energy Drink’s Mike Tyson Collection of cans

As the campaign with Tyson started, FoodCare also kicked off a new brand website for Black Energy Drink – you may check it out at:  http://www.blackpower.plAs the CEO of FoodCare announced, the hiring of Mike Tyson as the face of Black Energy Drink is also connected with his plans to launch the brand globally.   The second TV ad entitled “Black Service Vending Machine” features Mike Tyson as the un-typical service man for the Black Energy’s Vending Machine…


The campaign was created by Testardo Gram agency and planned by MindShare, while the digital part was prepared by Grupa 365 Net.  The spots were produced by Papaya Films and directed by Katarzyna Adamik.