Brief
Brief
Belvedere is one of the few Polish brands with a truly global reach. Currently, the brand belongs to LVMH (Louis Vuitton Moët Hennessy). It is the world’s largest conglomerate managing brands and luxury goods. Belvedere vodka was treated as a super premium addition to drinks, set in the cosmopolitan world of clubs in the world’s largest metropolises. The task that our agency was given was to create communication thanks to which the Polish grain vodka Belvedere would become synonymous with a unique experience based on the traditional way of drinking and serving at the highest level. The brand wanted to become the first choice in the luxury alcohol segment among foreign tourists.
Solutions
We developed a creative concept and created a ritual and a way of serving Belvedere Vodka, which not only symbolizes traditional Polish hospitality, but also emphasizes the character of the drink and its ingredients. It is vodka served on a birch board combined with acrylic resin, served with a piece of bread baked from the barley from which it is made and a pinch of salt from Wieliczka. Initially, the Polish Welcomes campaign was conducted in Krakow in top restaurants, most frequently visited by foreign tourists. Over time, the scope of the project was expanded to include cities such as Warsaw, Gdansk, Poznan and Wroclaw.