Context / Starting Point
1664 BLANC faces a perception challenge: its iconic blue bottle does not naturally signal “beer” or taste. At the same time, consumers who try the product perceive its flavour as premium, distinctive and unexpected.
The strategy therefore reframes taste as the core brand asset, with blue becoming its visual and emotional expression.
The strategy therefore reframes taste as the core brand asset, with blue becoming its visual and emotional expression.
Big Idea
Taste has a colour. Colour has a taste.
Blue (cobalt) evolves from a design feature into a sensory code — a symbol of flavour, quality and emotion. 1664 BLANC builds its own recognisable “taste language” across all touchpoints.
Blue (cobalt) evolves from a design feature into a sensory code — a symbol of flavour, quality and emotion. 1664 BLANC builds its own recognisable “taste language” across all touchpoints.
New Claim / Communication Platform
“Taste is 1664 BLANC.”
A flexible linguistic construction that allows the brand to adapt the message to different moments, emotions and contexts, while maintaining a strong, consistent core.
A flexible linguistic construction that allows the brand to adapt the message to different moments, emotions and contexts, while maintaining a strong, consistent core.
1664 BLANC as an Adjective
The brand becomes a descriptor of experiences: moments, emotions, lifestyle, aesthetics.
“1664 BLANC” functions as a quality marker — synonymous with taste, refinement, sensuality and conscious pleasure.
Key Strategic Pillars
1. Lifestyle & Social Moments
Embedding the brand in real, relatable situations: gatherings with friends, dates, after-work moments, spontaneous celebrations.
1664 BLANC accompanies life rather than staging it.
1664 BLANC accompanies life rather than staging it.
2. Celebrating Taste
Taste as a shared experience: discovery, presence, sensory awareness.
The product becomes the reason to pause and celebrate the moment.
The product becomes the reason to pause and celebrate the moment.
3. Colour as a Brand Signature
Consistent reinforcement of the association:
blue = 1664 BLANC
Blue is activated across urban space, visual communication and brand experiences — both online and offline.
blue = 1664 BLANC
Blue is activated across urban space, visual communication and brand experiences — both online and offline.
4. Perfect Serve & Education
Exceptional taste deserves an exceptional ritual: education, serving culture, visual refinement.
Taste becomes intentional, not accidental.
Taste becomes intentional, not accidental.
5. Local Creative Idea – 360°
One coherent creative concept deployed across all touchpoints: OOH, digital, events, content, collaborations.
A single narrative, expressed through multiple formats.
A single narrative, expressed through multiple formats.
Consumer Insight
Consumers do not question the quality of 1664 BLANC’s taste. What they need is a clear, coherent language that connects: appearance, colour, flavour, emotion.
The strategy resolves this tension by positioning the brand as an integral part of urban lifestyle and everyday celebration.
Claim System: 1664 BLANC as an Experience Multiplier
The claim structure allows 1664 BLANC to function as a flexible adjective describing different emotional and lifestyle territories. Each execution adapts the same linguistic formula to a specific context, reinforcing memorability and consistency.
Examples of claim extensions:
Energy is 1664 BLANC
Art is 1664 BLANC
Sociability is 1664 BLANC
Discovery is 1664 BLANC
Passion is 1664 BLANC
Relaxation is 1664 BLANC
Adventure is 1664 BLANC
Inspiration is 1664 BLANC
Senses are 1664 BLANC
Classic is 1664 BLANC
This system allows the brand to speak to different moments, moods and audiences without fragmenting its identity.
Claim 2: “Take Taste Into Your Hands”
“Take taste into your hands” reframes the act of drinking as a conscious, personal choice.
Taste is positioned not as something given, but something actively claimed.
Taste is positioned not as something given, but something actively claimed.
The line is modular and expandable:
Take taste into your hands
Take design into your hands
Take joy into your hands
Take lightness into your hands
Take cobalt into your hands
Take emotions into your hands
Take beauty into your hands
Take fun into your hands
Take pleasure into your hands
Take style into your hands
This creates a strong call to action rooted in empowerment, aesthetics and self-expression.
Communication Focus: 1664 BLANC = Taste
The communication simplifies the message:
1664 BLANC equals taste — and everything that comes with it.
1664 BLANC equals taste — and everything that comes with it.
Taste is expanded beyond flavour to include:
design, lightness, emotions, joy, beauty, style, pleasure, cobalt blue as a visual cue.
The bottle becomes a modern lifestyle accessory — easy to take anywhere, fitting naturally into social and cultural moments.
Strategic Objectives
The campaign is structured around three core goals:
Awareness
Influencer collaborations
Product seeding
1664 BLANC Bus
“Sweet & Salty” activations
Engagement
BLANC Crew community
1664 BLANC Bus experiences
1664 BLANC City Guide
Education
BLANC Crew content
Social media storytelling
Perfect Serve rituals
Each layer reinforces taste as both a sensory and cultural experience.
Ambassador Strategy: Lara Gessler
This is not a classic influencer partnership.
Lara Gessler is positioned as a taste expert and lifestyle curator, combining:
Lara Gessler is positioned as a taste expert and lifestyle curator, combining:
flavour expertise,
love for design,
sensitivity to beauty,
everyday elegance.
She becomes a credible human embodiment of the brand’s values.
1664 BLANC City Guide
A curated guide created with Lara Gessler:
unexpected places,
not only restaurants,
locations where taste, art, design and atmosphere intersect.
The guide acts as:
a social map of the city,
a content engine for social media,
a physical object (printed edition) used for premium seeding.
Starting in Warsaw, the concept expands to other Polish cities.
“Sweet & Salty” Activation
A sensorial crossover between taste and colour.
A limited-edition cobalt dessert inspired by 1664 BLANC
Created by Lara Gessler at Słodki Słony
Introduced through a Cobalt Tasting experience
The activation lives across:
in-store experience,
influencer visits,
social media storytelling,
premium seeding delivered personally by the ambassador.
This reinforces the idea that cobalt has a taste — and taste has a colour.
Ambassador Collaboration Scope
BLANC × Lara Gessler
This collaboration goes beyond standard influencer activity. Lara Gessler acts as a curator of taste, culture and lifestyle, anchoring the brand in credibility and everyday elegance.
Scope of collaboration includes:
Co-creation of a 1664 BLANC City Guide (digital e-book format)
Participation in a 3-day international brand trip
Presence at one of the key 1664 BLANC Bus events
Participation in three brand events organised or co-hosted by 1664 BLANC
Creation of a dedicated 1664 BLANC dessert, introduced for a limited time at Słodki Słony
Participation in activities connected with Levi’s Poland collaboration
Personal delivery of creative seeding (dessert + 1664 BLANC) to selected guests
Deliverables:
10 social media posts
14 Instagram Stories sets
Usage & exclusivity:
12-month content usage rights
Paid media amplification rights
Alcohol category exclusivity for 12 months
1664 BLANC BUS
“We set out to taste life.”
The 1664 BLANC Bus is a mobile brand zone designed as a sensory extension of the brand — combining aromatic taste with iconic cobalt design.
Designed in collaboration with Paradowski Studio
Travels across major Polish cities: Warsaw, Łódź, Katowice, Kraków, Poznań, Tricity, Szczecin, Wrocław
Appears at festivals and key cultural events
Seasonal activation:
Spring–Summer: outdoor festivals, city events
Autumn–Winter: indoor social hubs, concept venues
In front of the bus:
Custom-designed tables and parasols
A cobalt reinterpretation of classic games
Design details inspired by the bottle silhouette and colour
The bus becomes a moving social magnet — a place to meet, taste and share.
Design Collaboration
BLANC BUS × Paradowski Studio
Paradowski Studio — listed in AD100 (2022 & 2023) — designs the entire 1664 BLANC Bus zone.
The studio blends:
contemporary design,
architectural heritage,
artisanal sensitivity.
The result is a space that immediately attracts attention and turns the bus into a recognisable urban landmark.
BLANC BUS ZONE — “The Taste of Cobalt”
An Instagram-native environment built around colour, texture and light.
Cobalt interiors and props
Hostesses styled in cobalt outfits
Branded capsules with chilled 1664 BLANC
Special duo offers available on site
Influencers and members of the BLANC CREW accompany the bus in each city, amplifying reach through social content and live storytelling.
Premiere Event: 1664 BLANC Bus
The launch of the bus is positioned as a press & influencer event with a strong experiential core.
Brunch-format gathering
One long communal table
First official tasting moment
First opportunity to photograph the bus
During the event we announce:
the full 1664 BLANC Bus route,
the City Guide with Lara,
the Levi’s collaboration.
Mobile Bar Concept
“Who’s on the road gets the taste.”
A specially designed mobile 1664 BLANC bar, inspired by technical travel cases.
Filled with chilled 1664 BLANC bottles
Delivered to selected private events
Available to influencers for their own celebrations
Each activation generates organic social content and reinforces the idea of taste as a shared moment.
Brand Collaboration
1664 BLANC × Levi’s Poland
This partnership connects two iconic brands through shared values:
authenticity,
quality,
timeless style.
Cobalt becomes the bridge between:
taste and design,
fashion and lifestyle,
heritage and modern expression.
The collaboration increases premium perception and opens the brand to new audiences through Levi’s global cultural reach.
International Activation
BLANC Vive la France
Influencers are surprised with a curated trip to France — the cultural home of taste and lifestyle.
Highlights:
Stay at Hôtel Amour, Paris (9th arrondissement)
City exploration with a local Paris-based guide
Tastings and dinners featuring 1664 BLANC
Cultural experiences: exhibitions, performances, design
Creative closure:
The trip ends with an art workshop, where influencers create personal artistic interpretations of the iconic cobalt bottle — transforming experience into original content.
Partner Events & Recommendations
Proposed Events 2024
A curated selection of festivals and cultural events recommended for all mobile brand activations of 1664 BLANC.
Music & Lifestyle
Letnie Brzmienia – one of the strongest Polish music festival formats, touring across the country
Salt Wave – seaside music festival in Hel (August), combining culture, nature and lifestyle
Great September – a platform for emerging and established Polish music talent (Łódź)
Film & Culture
Warsaw Film Festival – one of the most important film events in Central & Eastern Europe
Camerimage – a world-class international film festival dedicated to cinematography (Łódź / Toruń)
Premium Lifestyle
Hubertus & Gałkowo Masters – high-end equestrian and lifestyle event, associated with elegance and tradition
Vogue Polska events – partnership opportunities with the most prestigious fashion and culture media brand in Poland
See Bloggers – the largest creators’ festival in Poland (Łódź)
These events create natural environments for the BLANC Bus and lifestyle storytelling — where taste meets culture.
Influencer Strategy — Recommendations
Influencers are present at every stage, every project, and every activation.
They are not add-ons — they are the voice of 1664 BLANC in the social ecosystem.
They are not add-ons — they are the voice of 1664 BLANC in the social ecosystem.
A deliberately non-obvious mix, yet fully aligned with the brand
Two main age groups, initially divided by generation
Different worlds, communities and aesthetics
One shared value: the search for the unexpected taste of life
Across all activations, influencers respond to one central question:
“What does 1664 BLANC taste like?”
“What does 1664 BLANC taste like?”
They also appear in partner venues across Poland — not only to mark brand presence, but to actively explore and interpret taste, places and moments.
During projects, the two age groups are intentionally mixed, creating unexpected teams that celebrate:
moments, flavours, locations.
This dynamic becomes the foundation for authentic, distinctive content and helps build the brand’s blue identity.
BLANC CREW — Core Influencer Proposals
BLANC CREW is the brand’s long-term cultural circle — creators consistently associated with 1664 BLANC.
They represent:
culture, fashion, music, film, contemporary lifestyle.
Their role is continuity: showing that BLANC is not a one-off campaign, but a living presence throughout the year.
Supporting Influencers
A second layer of creators supports selected actions and moments.
They amplify reach, respond quickly to cultural moments and strengthen local relevance — without diluting the brand’s core tone.
They amplify reach, respond quickly to cultural moments and strengthen local relevance — without diluting the brand’s core tone.
Influencer Dress Code
A clear visual framework ensures consistency across content:
timeless silhouettes,
contemporary simplicity,
strong personal style without costume-like branding,
natural alignment with cobalt blue environments.
Influencers don’t “wear the brand” — they fit into its world.
Creative Seeding — Proposal
Creative seeding is treated as an experience, not a product drop.
Thoughtfully designed, brand-coded packages
Delivered personally or contextually (events, gatherings, private moments)
Focused on storytelling, not obligation
Each seeding moment is designed to naturally generate content and reinforce the idea of taste as emotion, colour and memory.
On the Road for Taste
Creative Seeding Concept
We already know that beyond the home, experiencing the aromatic taste of 1664 BLANC and spending time with friends inside the BLANC Bus will be possible.
We extend this experience through creative seeding, delivered in a custom-designed box shaped like… our bus.
Inside the package:
2 bottles of 1664 BLANC
A non-obvious City Guide co-created with Lara Gessler
A QR code leading to a dedicated landing page, updated in real time with the BLANC Bus route and upcoming activations
This unexpected delivery is designed to spark curiosity, trigger emotion and naturally translate into social publications.
Massive Seeding — Proposal
Massive seeding allows the brand to reach a broad group of potential consumers, introducing them to 1664 BLANC and its distinctive taste at scale.
Carefully designed, visually consistent packaging
Strong emphasis on the cobalt colour, reinforcing it as a key brand code
A simple, repeatable format enabling wide distribution
The cobalt box works not only as a product carrier, but as a brand imprint — encoding colour, taste and identity in one recognisable object.
Strategic Role of Massive Seeding
Massive seeding supports:
awareness at scale,
visual consistency across content,
fast recognition of the brand’s colour language.
It complements premium, selective activations by ensuring that 1664 BLANC remains visible, memorable and unmistakable — even outside curated events.
All elements of this project that constitute a work within the meaning of the Copyright and Related Rights Act, or an improvement project, invention, industrial design, utility model, or trademark within the meaning of the Industrial Property Law Act, constitute the author's property protected by law. Any use thereof without express written consent will constitute grounds for pursuing legal claims, including claims for damages.
The information contained in this offer and the documents attached hereto may constitute a trade secret within the meaning of the Act on Combating Unfair Competition.
