Dog in the Fog – a new Polish beer brand for the open-minded and easygoing people
Kompania Piwowarska, Polish biggest brewery, launched a new unique beer brand called Dog in the Fog in April 2004. It all started with the first flash mob actions in Poland – in the biggest cities strange people appeared who seemed to be walking the invisble dogs (holding a leash in their hands, but no dog was attached to that), talking to each other about their invisable pets and playing with them. The action received some notable media coverage.
The new beer was targeted at exacting and open-minded Polish yuppies – both singles and DINKs living a busy life in a big city. The new brand was supposed to deliver them relaxation with its English sense of humour and the unique mild taste of the beer. Apparantly, the KP brewery made a research that showed there was a large group of people who didn’t like the traditional bitter taste of beer that was available in Poland – those people either chose the emerging flavoured beers (apple-, ginger-, lemon-flavoured) or added juice to the traditional beer. The launch of Dog in the Fog, which had a less bitter taste, was to be the answer to the consumers’ need. The brand’s essence and slogan was: Don’t take life too seriously. And such was the tone and mood of the new brand’s advertising conceived by PZL, a highly acclaimed Polish advertising agency. Below you may check the early commercial which makes fun of the notorious English weather that is described by a man who barely survives another blow of the wind as “fresh”. Later the two guys talk inside the pub and one of them comments: It should get warmer soon – the wind has just changed its direction! [check this moment in the video ;-)]
From the very beginning Dog in the Fog challanged the conservative audience with its sharp English sense of humour – for example in the next commercial we have a nice boy making a surprising coming-out as he informs his typically reserved and indifferent English parents that he’s getting married to… Richard. The mother calmly responds: I always liked that boy! The voice-over comments: In the English culture moderation comes as a virtue. That is why Dog in the Fog beer has such a moderate taste.
There were also several funny print executions – always playing with the idea of English cold-blooded and phlegmatic behaviour. Here come my two favourite print ads of Dog in the Fog.
The new beer didn’t become a huge success as far as market shares are concerned and the brewery soon cut the advertising budget, but before that happened in 2007 Dog in the Fog shocked Poland with its last memorable TV campaign. The TV spot called “Chair” was actually banned by TVN24, the most popular news station in Poland and thus received a lot of extra media attention. The spot takes place in a jail and shows the preparation for electrocution in a rather laidback manner. The guards tell stupid jokes and even take a keepsake photo of the convict awaiting for execution. The commercial was supposed to strengthen the brand’s essence: Don’t take life too seriously!
Advertising agency: PZL / Media agency: Starcom