Żywiec and new reactions on Facebook

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In 2016, the Polish beer brand Żywiec proved that it can respond creatively to changes in social media. When Facebook introduced new reactions, replacing the traditional "like" with other emoticons expressing emotions, the brand published a humorous graphic in which it replaced one of the reactions with the letter "Ż" - a symbol characteristic of its campaigns.

The letter "Ż" has been a key element in Żywiec's campaigns for years, often paired with slogans such as "Chce się Ż" or "Cho na Ż". Thus, the campaign referred not only to changes in social media, but also strengthened the coherence of the brand's communication.

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Why did it work? The humorous interweaving of the uk telegram data “Ż” symbol into the context of new Facebook reactions allowed the company to stand out from the crowd. The campaign was light, relevant, and in the spirit of Żywiec’s previous activities, which recipients appreciated for its creativity and authenticity.

Tefal – "Frying pan all over Poland"
Tefal implemented a great Real-Time Marketing campaign in response to the exceptionally high temperatures in Poland in the summer of 2019. In response to the heat, the brand published a graphic that featured a shape representing a map of Poland, giving the impression of being covered in Teflon. The slogan "Cała Polska Patelnia" referred to the high temperatures at the time, and the reference to the "frying pan" was a metaphor for "frying" in the heat.