Perła
Jasne.
project
A regional beer brand with national ambitions needed a fresh strategy to align its communication with its growth trajectory.
CHALLENGE
Perła, the pride of the Lublin region, was known as a local gem, drawing on a craft beer-inspired image. However, with the rise of craft breweries, Perła’s distinctiveness faded, and its aspirational pull weakened. An overly fragmented product portfolio and inconsistent campaigns further diluted its impact.
execution
We delivered a comprehensive strategy for Perła, guiding the brand from audit to full implementation. This included recommendations for streamlining the product portfolio and launching new offerings. Our ongoing partnership has ensured that the brand’s communication and branding evolve in step with market dynamics.
Rather than leaning heavily on its regional roots, the new strategy repositioned Perła to resonate with a younger, urban demographic. The brand maintained its approachable, inclusive ethos while zeroing in on the mainstream lager category. In subsequent years, we developed additional strategic initiatives, including the successful Niesie do przyjaciół platform, which reinforced the brand’s sociable and unifying message.
Results
Perła now competes head-to-head with major beer conglomerates in Poland. Sales have seen significant lifts directly linked to the marketing efforts. The brand’s ongoing collaboration with us for new initiatives underscores the lasting success of our partnership.
