Somersby 3xZERO Poland

The Objective

Driving awareness of Somersby's 3xZERO alcohol free beer variant in Poland.

Somersby is one of Poland's most recognized beer brands. In early 2026, the brand launched Somersby 3xZERO, a new variant with zero alcohol, zero sugar, and zero calories responding to the growing consumer demand for mindful drinking options.The challenge was clear: introduce this new product to a broad audience and establish it as a credible, appealing alternative within the competitive no-alcohol category.3xZERO turned to TikTok to cut through the noise, leveraging the platform's ability to drive mass awareness through engaging, native first content. Having not previously run a Brand Lift Study on TikTok, this campaign also served as a benchmark for measuring the platform's effectiveness in building brand equity for the Somersby portfolio.The campaign ran from April 9 to May 7, 2026, targeting adult users across Poland.

The Solution

Native storytelling meets Spark Ads for maximum memorability.

3xZERO strategy was rooted in TikTok 's creative best practices. Content designed to feel organic to the platform rather than repurposed from other channels only. The brand deployed a mix of Standard Video Ads and Spark Ads, optimizing toward Video Views to maximize reach and exposure at efficient cost.

The creative approach centered on authentic, entertainment driven storytelling. Rather than hard selling the product. The ads leaned into relatable scenarios and lifestyle moments that naturally integrated the Somersby 3xZERO bottle and its core messaging: zero alcohol, zero sugar, zero calories. The top performing creative achieved an exceptional 38.07% 2 second view through rate and 8.88% 6 second view through rate, significantly outperforming the Polish Video Views benchmark. This strong retention performance signals that the content successfully captured and held audience attention.

All creatives were deployed across the campaign, each offering distinct opening hooks and narrative styles to sustain audience engagement and prevent creative fatigue. The campaign targeted adult users in Poland, with broad demographic reach that allowed the Brand Lift Study to measure impact across both male and female segments and key age brackets.

To measure campaign effectiveness, 3xZERO partnered with TikTok Creative Exchange for asset development and commissioned a Brand Lift Study using a control/exposed survey methodology. The study measured four key brand metrics: Ad Recall, Awareness, Brand Association, and Purchase Intent, providing a comprehensive view of the campaign's attitudinal impact beyond standard performance metrics.

The Results

Category-leading memorability and strong intent signals

The campaign delivered exceptional results across all measured brand metrics, significantly exceeding category norms.Ad Recall surged by 21.3 percentage points, which is 3.6 times higher than the category norm of +5.95%, confirming that the native entertainment led creative approach drove outstanding memorability among the target audience. Brand Awareness rose by 14.4 percentage points, more than five times the norm of +2.58%, demonstrating TikTok's power to build visibility for a new product variant at scale.Notably, despite the campaign being optimized for Video Views rather than lower-funnel objectives, Purchase Intent still increased by 5.6 percentage points. While Brand Association remained flat overall, Somersby achieved the highest association scores among competitors for key attributes, including "0 kcal", "sugar-free", and "alcohol-free", indicating that these product benefits are already strongly embedded in the brand's equity.According to internal TikTok performance data, the campaign's creative quality reflected in view through rates nearly double the benchmark was the primary driver of this success. The results position Somersby 3xZERO as a standout case of how thoughtful, platform native creative can deliver brand impact far beyond what campaign budgets might suggest.