The rap reunion

EB brought people together

EB - a brand of beer popular in the 90s. The EB trademark has been the property of Grupa Zywiec S.A since 1998. EB was the first Polish beer brand which invested so much in marketing and advertised on television.

Ending the generational war in Polish rap

4 new songs with music videos kicked off EB's integrated campaign. The brand prepared limited-edition beer cans with quotes from the songs, TV ads, a docuseries taking viewers behind the scenes, and one final event with 13 artists that brought the divided community together in real life. In a single campaign, EB explained the brand essence by mixing the 90s heritage with modern swag and put an end to the generational war in Polish rap.

  • The rap reunion
  • The rap reunion
  • The rap reunion
Challenge

EB was an iconic beer brand that disappeared from the Polish market. In 2018, it came back with a modern swag. However, a completely new target group didn't care about a brand from the 90s. But it cared about rap music, which has its own generational issue – young fans not respecting old ones and vice versa. EB was a perfect link between the two with a perfect opportunity to reunite them.

Idea

The Rap Reunion joined the 90s’ legends and modern stars in a music project where they reinterpreted each other's most famous tracks to find a cross-generational understanding.

Results
  • 71,655,705 YouTube views 
  • 70% of target group reached
  • 2 generations reunited