Icy “sorbet war” between Zielona Budka and Grycan
Zielona Budka and Grycan are two Polish brands of ice-cream that have been made successful by the same man. Mr. Zbigniew Grycan, a Polish confectioner and businessman, purchased a popular local Warsaw ice-cream parlour called Zielona Budka in 1980 and over the years made it into a national producer and one of the best-known ice-cream brands in Poland.
In the year 2000 he sold his shares of Zielona Budka to Enterprise Investors but remained in the Supervisory Board for two more years. After he left Zielona Budka, he set up a completely new ice-cream business under his own surname – Grycan – with a tagline: Lody od pokoleń [Ice-cream for generations]. This season both Zielona Budka and Grycan launched new lines of sorbets and focused their advertising investments on promoting this type of ice-cream. It is worth to mention that Zielona Budka was the first producer in Poland that launched and promoted sorbets for mass-market distribution a couple of years ago.
Surprisingly both companies chose to advertise their sorbets in a similar way – on bus shelters’ citylight pannels and advertising pillars. Grycan also invested in megaboards in Warsaw.
The only difference between Grycan and Zielona Budka is the flavour of sorbet they chose to use in their advertising. Grycan – as you may see in the ads above – has focused on the lemon sorbet. Zielona Budka uses the strawberry sorbet in its advertising lay-outs with the headline: Seductively Juicy, which you may check out below.