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Żubrówka spends six figures on campaign
Distributor Paragon Brands and Polish vodka Żubrówka have launched a six-figure campaign, called Explore The Wild Side.
The initiative, launched by Manchester-based Paragon Brands, the UK distributor of Żubrówka, marks the first six-figure campaign for Żubrówka in 15 years and its inaugural out-of-home (OOH) advertisement.
The campaign aims to highlight the brand’s heritage with a ‘modern edge’, and connection to the Białowieża Forest and European bison. It offers bold visuals designed to appeal to the next generation of vodka drinkers.
The image of liquid flowing unnaturally from the bottle is said to reference the mystique of Żubrówka’s origins, aiming to attract urban explorers who appreciate authenticity and creativity.
Billboards and interactive displays in key urban locations across Manchester, Liverpool and London will showcase new exotic flavours with eye-catching designs for four weeks.
Key locations include Screen Piccadilly in Manchester and the Liverpool Media Wall in Lime Street. Additionally, bus wraps and urban fly-posting will help the campaign reach millions of commuters.
Chris Jones, managing director of Paragon Brands, said: “We’re incredibly excited to see Żubrówka return to the streets of three major cities with this campaign. It’s a fantastic way to bring the brand’s bold personality and new product innovations to life in the public eye.
“This campaign captures the essence of Żubrówka’s adventurous spirit, and we believe it will resonate with both new consumers and loyal fans across two of the UK’s most vibrant cities.”
In addition to the brand’s Bison Grass vodka and new flavours, Mango & Passionfruit and Raspberry, Żubrówka has also unveiled a limited edition one-litre bottle of its flagship vodka, available exclusively at Asda stores in the UK.
Paragon Brands represent a total of 22 brands around the world, including Pusser’s Rum, G’Vine Gin, Licor 43 and Martin Miller’s Gin in the UK market.
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