RECHISTKOE: Ditch the Discounts, Aim Higher! Remember Rechitskoe? The one that used to be everywhere, always on discount, and frankly, a bit...meh? Well, those days are over.
This iconic Belarusian brand, born in 1973, has undergone a complete rebranding and repositioning, emerging from the shadows with a clear vision and a voice as sharp as its new packaging. Gone are the days of endless SKUs and bargain-basement pricing.
RECHITSKOE has streamlined its portfolio, focusing on one, distinctive taste housed in a bold, clear glass bottle. This isn't your grandpa's beer. It's a crisp, modern refreshment designed for the fast-paced life of the urban dweller. Forget the idyllic countryside imagery and sentimental storytelling. RECHITSKOE speaks to the 25-35 year old urbanite who thrives on the energy and excitement of the big city. They work hard, play hard, and savor the moments in between, whether it's grabbing a beer with friends at a local bar or unwinding after a long day at home.
Let's aim higher! (БЯРЫ ВЫШЕЙ) It was a call to action, an invitation to embrace life's possibilities and seek out new experiences.
This bold rebranding was so successful that RECHITSKOE decided to ride the wave with next campaign. Building on the established urban identity and self-ironic tone, RECHITSKOE launched a new slogan: "On your wave". This cleverly played on the brand's name and its associations with rivers and waves, further solidifying its connection to the dynamic energy of city life.
So, next time you're at the store, ditch the discount section and reach for RECHITSKOE.
Aim Higher (БЯРЫ ВЫШЕЙ) 2022 TV Campaign
