Consumer research showed that EraGSM, Poland’s largest cellular operator, lacked warmth and personality. The extraordinary demand for mobile communication gave EraGSM an unprecedented opportunity to solve this issue and gain competitive advantage.
Ken led the team to help EraGSM create a separate brand for Poland’s first pre-paid service. Focusing on the human desire to engage positively with new experiences and people, the brand strategy was translated into a simple name tak, tak, meaning yes, yes in Polish.
Demand outstripped the company’s supply and overwhelmed the competition. TakTak and the penguin mascot became a national icon, showing up in chat shows, penguin jokes, and even references in everyday conversation.