Żubr – top Polish beer brand and its unique advertising
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.
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.
advertising agency: PZL