Skip to content

Żubr – top Polish beer brand and its unique advertising

February 25, 2009

Żubr is a Polish mainstream beer that only recently gained national recognition and impressive market shares. The name “Żubr” is the Polish name for the European bison/buffalo.  Beer with the name “Żubr” on the label has been produced in the north-east Poland for over 200 years, but it was completely unknown in other regions until 2003.  Kompania Piwowarska, the biggest brewery in Poland, took over the small Dojlidy Brewery which owned Żubr brand and it invested heavily over the next years to promote Żubr.  The exceptional and easy-to-recognize TV campaigns, prepared by a renowned Polish advertising agency called PZL, made Żubr one of the most popular beer brands in Poland.  Żubr’s TV spot always features a 3D bison or a group of bisons and a humourous comment [slogan] about them.  It’s a kind of image campaign that was typically reserved for premium brands – Żubr was the first “cheap” beer that delivered a long-lasting and  high-profile advertising in Poland. Other lower-mainstream rival-brands like Harnaś and Tatra soon followed in the footsteps of Żubr.

Żubr's recent outdoor campaign / copy: Żubr presents itself calmly

Żubr's recent outdoor campaign / copy: Żubr presents itself calmly

The slogan for each Żubr’s campaign is a real masterpiece of copywriting – a subtle wordplay that interweaves the real bison with the beer that bears its name. Unfortunately it’s impossible to translate the slogans into English with the double meaning they have in Polish. Well, here comes some of Żubr’s commercials – enjoy and feel the mood of the deep forest 😉

The slogan: Żubr nigdy się nie nudzi –  a wordplay / double meaning in Polish: Żubr is never bored and Żubr is never boring

The slogan: Żubr. Wieczorem podchodzi bliżej = a wordplay / double meaning in Polish: Żubr. In the evening it comes closer  and Żubr. In the evening it tastes better.

The slogan: Żubr powstawje z jęczmienia = double meaning in Polish:  Żubr lifts up from barley  or   Żubr is made of barley.

The slogan: Żubr w trawie puszczy = wordplay in Polish:  Żubr in the grass of the forest   or   Żubr squeaks in the grass.

The slogan:  Żubr stawia się czasem = wordplay in Polish:  Żubr resists sometimes  or  Żubr is served sometimes.

The slogan: Żubr występuje w puszczy  =  wordplay in Polish:  Żubr shows up in the forest  or   Żubr makes a show in the forest.

  The slogan:  Żubr odpowiada każdemu =  wordplay in Polish:  Żubr answers everybody  or   Żubr suits everybody.

  The slogan:  Dobrze posiedzieć przy Żubrze  = double meaning in Polish:  It’s good to sit next to Żubr  or  It’s good to sit and have a Żubr.

  The slogan:  Zimowe zapasy Żubra  = double meaning in Polish:  Żubr’s winter wrestling  or  Winter supplies of Żubr.

  The slogan: Żubr. Tuż za rogiem  =  Żubr. Just round the corner  / also: Just behind the horn.

Another recent billboard / copy: Two Żubrs and peace

Another recent billboard / copy: Two Żubrs and peace

advertising agency: PZL

16 Comments leave one →
  1. vds permalink
    April 12, 2009 17:20

    there was at least one more with a rabbit running away from fox and finding shelter by a buffalo:
    The slogan: Dobrze usiąść przy Żubrze meaning “it’s good to sit by a buffalo” or “it’s good to sit and drink Żubr”

    • Hiena permalink
      April 14, 2009 08:59


      it’s both.
      it means “it’s good to sit by a Buffalo(Żubr)” and buffalo is taken as a name of animal and brand of beer.

  2. bajor permalink
    April 12, 2009 17:22

    Nie ma “Dobrze posiedzieć przy Żubrze” 😉

  3. ŻubrDrinker permalink
    April 12, 2009 18:00

    one of the bests beer in Poland 😀

  4. April 12, 2009 18:03

    The last adverb.
    Żubr czasem się cofa = Sometimes Żubr come back

    • Eli permalink
      February 4, 2011 12:03

      sometimes Żubr goes back

  5. April 12, 2009 18:04

    Żubr czasem się cofa = Sometimes żubr come back

  6. kerzol permalink
    April 12, 2009 18:15


  7. krzymali permalink
    April 12, 2009 18:15

    a gdzie :”Żubr. W cieniu polany”? Moja ulubiona 🙂

    • adbuzzer permalink*
      April 12, 2009 19:29

      Thanx for the tip. I added that video at the end now 🙂

  8. April 12, 2009 19:19

    2 żubry i spokój! – two żubr’s and quiet/peace (nie wiem kurna, który tu pasuje)

  9. April 12, 2009 20:13

    Some others:

    Zimowe zapasy żubra / Żubr’s fights in winter 🙂

    Żubr, tuż za rogiem / Żubr, just around the corner.
    English subtitles:
    – In the impenetrable thicket of the forest, a life of her inhabitants is pulsing.
    – Which in the everyday contest are struggling with adversities of fates.
    – And obstinately are forging their fate, in the eternal struggle for survival.
    – Fortunately, around the corner, there is a Żubr.
    – Żubr, just around the corner.

  10. lukas permalink
    April 14, 2009 15:06

    Dwa zubery i gotowy-)

  11. MiMaS permalink
    April 15, 2009 09:45

    Subtle (but clearly understandable in Polish) meanings of outdoors presented above:
    – Żubr. Zapowiada się spokojnie – Żubr. Looks it’s going to be calm/safe/quiet.
    – Dwa Żubry i spokój. – Two Żubrs and we’re cool/it’s calm/it’s done.


  1. Okocim Beer and its “only for eagles” campaign « Adbuzzer Blog

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: