Żywiec Group wanted to make a real change in the perception of non-alcoholic beers, and to stand out on the replete beer market. Moreover, they wanted to offer consumers a wide selection of non-alcoholic beers and match the need for new tastes. Another objective was to create a place where the customer will have an easy access to N/A category without searching the store shelves.
There was a need for really innovative and intresting business solution. It was necessary to develop Key Visual and arrange many point-of-sale zones. All POS materials had to be unique and distinguish themselves from “friends” standing in the same store. However, fridge turned out to be solutions of all our problems.
We like challenges, that’s why without any doubt we accepted it! After going through the latest trends and many brainstorms we created innovative, one of the kind idea. That is how Strefa Zero was build – special displays for different POS’s and unique fridges, that brought order to category and increased visibility of beers and non-alcoholic radlers of Żywiec Group.
We designed exclusive fridge cases with LED lighting and characteristic “zero” installed on the doors. It was a challenge, as no fridge manufacturer was able to produce such a project and in the end we were ones to make it happen. Despite the fact, that many didn’t believed in a project, we have not given up. After demanding tests of material and technology, we presented product to the client. And it made even even better impression than our visualizations. We made it! From a scratch to the final realization – all done by Global Shopper Marketing.
The whole project was a blast! That was one of kind activation, which now is a new standard in the beer category. Its success exceeded market’s expectations. Żywiec Group’s competitors wanted to keep up with Strefa’s Zero success and they’ve implemented their own versions.
Strefa Zero was displayed in more than 16 300 shops, which increased Żywiec Group’s share in non-alcoholic beers category for about 51% only in 4 months! That is why, among other things, Żywiec Group became the undisputed leader in the beer market.