Lech is creating a bold umbrella brand that integrates its entire portfolio, offering a range of alcoholic, low-alcohol, non-alcoholic, and functional beverages under the banner of "Generation L" beer. All of this is a nod to the young-at-heart consumer who values the diversity of beer and consumption opportunities.

A comprehensive 360-degree campaign promoting Lech's new vision will include events, new packaging, TV, digital, print, and OOH. Additionally, contextual outdoor ads will reference specific locations where Lech appears in playful wordplay and unexpected associations. One of the first creations to kick off the campaign is the Brand Manifesto, which will appear in digital, urban spaces, murals, and posters.

VML Poland is responsible for communication strategy, creative concept, and production of all materials.

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