Brave highlander of the Tatra Beer campaign
Tatra Beer is a lower-mainstream brand associated with the Polish Tatra Mountains that is produced by Leżajsk Brewery, part of Grupa Żywiec (Heineken International BV). For many years the brand’s slogan used to be: Strength of Character. In 2010 a new claim – Tatra. Swift Beer – was introduced to signal the change of image to more light-hearted and humourous. This claim has been used until now.
Personally I prefer the previous Tatra Beer’s campaign which dramatized situations that showcased the strength of character. That campaign featured a brave highlander as a recurring brand’s hero. The last appearance of the iconic courageous highlander took place in a campaign that was on air in 2009 – developed by Change Integrated, a local Polish advertising agency – the spot called Fire shows the highlander saving a scared horse from the fire.
The 2009 campaign also included outdoor – below you may see the lay-out that was used for billboards. As you may see the top part of the billboard is taken by a disclaimer about alcohol content that must be present in any kind of beer advertising according to Polish law.
Before the brief stint with Change Integrated, for several years Tatra Beer’s agency of record was Grey Warsaw, part of the global Grey network. Grey is responsible for developing the most memorable ads that elevated the brave highlander to the status of Tatra’s brand icon as you may see in the spot called Friends (directed by Johan Brisinger)
Another great example of Grey’s creative work for Tatra is the ad called Herd which showcases the highlander dealing with a herd of wild horses…
The last TV spot I would like to share with you is called The Eagle and has a pretty dramatic storyline. Such things happen in the mountains and Tatra Beer is there to cool the nerves.