Belvedere

Two creative concepts were developed, as well as rituals and ways to serve Belvedere Vodka. Our task was to encourage foreign tourists to visit Polish premium establishments and taste Belvedere premium Polish vodka, and to create a story around it related to Polish culture and tradition.
The first (winning) “Polish Welcomes” is based on the tradition of typical Polish welcoming guests with bread, salt and vodka, as well as legendary Polish hospitality and highlights 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 bit of salt from Wieliczka.
Initially, the Polish Welcomes campaign was carried out in Krakow in top restaurants most frequented by foreign tourists. Over time, the project’s reach was expanded to include such cities as Warsaw, Gdansk, Poznan and Wroclaw.
The second concept “Pure Values” refers to the “pure” noblest values such as love, friendship and tradition. Belvedere’s fine beverage is ideal for toasting these values, so important in Poland. We ask tourists what they will drink to in Krakow – even before they land in Poland, and plan their tourist adventure in the best Krakow restaurants.
Both concepts are presented below.