Browar Fortuna has launched the nationwide marketing campaign “Miłosław. Miło mi” for the Miłosław brand. The communication strategy, creative concept, and campaign execution were developed by the marketing agency Valkea. The advertising campaign includes OOH, digital marketing, and social media marketing activities, with one of its key elements being a series of video spots featuring Sebastian Rejent.
As a marketing and creative agency specializing in integrated campaigns for FMCG brands, Valkea is responsible for the comprehensive development of the communication campaign – from brand communication strategy and creative idea, through marketing planning, to the implementation of communication across offline and online channels.
The new marketing campaign for the Miłosław brand evolves the communication towards greater lightness, distance, and authenticity. Its goal is to differentiate the beer brand in a highly competitive category and reach a younger target audience that expects brands to communicate in a less declarative and more genuine way.
The starting point for the strategy prepared by Valkea was to move away from classic beer advertising schemes. Instead of building communication around grand slogans and declared values, the campaign focuses on the brand’s attitude: relaxed and open to people. “Miłosław. Miło mi” functions not only as the campaign slogan but also as a simple social mechanism – an invitation to start conversations, meet new people, and spend time together. This storytelling approach allows the brand to be presented in a natural way, based on everyday situations that feel familiar and relatable to consumers.
In the digital part of the campaign, the brand collaborates with Sebastian Rejent. The involvement of the recognizable creator aligns with the influencer marketing strategy. The stand-up comedian became the main character of a series of video spots inspired by the aesthetics of Monty Python, built around ironic humor, witty dialogues, and the deliberate breaking of conventions typical of beer brand communication. Rejent’s distinctive style – based on sharp observations of everyday life, intelligent distance, and effortless humor – became an important element of the campaign’s digital language. The resulting content also strongly supports content marketing activities carried out across digital channels, strengthening both brand consistency and audience engagement.
– When creating the campaign for Miłosław, we wanted to move away from the category’s typical way of talking about the product and build brand communication in a bolder and more engaging way. We wanted “Miłosław. Miło mi” to become not just a slogan, but a coherent creative platform with its own rhythm, character, and language – light, modern, and authentic – says Agata Piłka, Chief Strategy Officer at Valkea
The integrated marketing campaign has been launched nationwide across OOH, digital, and social media channels. In the outdoor advertising space, the OOH campaign is being rolled out in two phases, with the next stage planned for July. Online activities are conducted on an ongoing basis and support both brand awareness and consistent communication in the digital environment.
