In October 2015, we launched a new brand of Żywiec beer – Saison. This exceptional beer brewed with French yeast and a hint of bitter orange was reason enough for an interesting campaign, especially since the new variation was sold in the fall, so during the off-peak season for beer consumption.

The media and billboard slogan “Start the season on Żywiec Saison” encouraged a new way of looking at this category of product, and additional messages promoted other options – because as you know, in life you have to have choice! …that means in “In Żywiec you need to have choice”.