Client: Carlsberg Polska
Brief: Strengthening the image of Carlsberg Polska as an important player in the beer market in Poland.
Successes:
- Nearly 13,000 corporate communication publications in 2022, generating over 25 million reach.
- Brand visibility in national/industry and marketing media.
- Long-standing partnership with the client since 2017.
Challenges:
- Ongoing political debate about raising excise duties and a total ban on beer advertising, aligning communication with this discussion.
- Communication of Carlsberg Group’s activities in the implementation of its global sustainability strategy using the Polish context.
- Communication of initiatives/projects of beer brands from the client’s portfolio in the highly competitive domestic market.
Description:
Corporate service is one of the more challenging areas of communication that we are not afraid of. Skillful adaptation of global information to the local context, as well as effective use of current discussion in the economic area allowed us to strengthen the brand’s visibility in the media as one of the key ones in the beer market.
Activities:
- Media relations – adaptation of press materials from headquarters, preparation of press materials and expert commentaries for the media.
- Ongoing strategic and crisis consultancy.
- Internal communication to employees.