{"id":27006,"date":"2026-02-25T15:28:04","date_gmt":"2026-02-25T14:28:04","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=27006"},"modified":"2026-04-30T12:51:14","modified_gmt":"2026-04-30T10:51:14","slug":"czekoladki-z-kredensu-u-babci-czy-miedzypokoleniowy-ulubieniec","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-beyond-generations\/czekoladki-z-kredensu-u-babci-czy-miedzypokoleniowy-ulubieniec\/","title":{"rendered":"Czekoladki z kredensu u babci czy mi\u0119dzypokoleniowy ulubieniec"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"27006\" class=\"elementor elementor-27006\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tCzekoladki z kredensu u babci czy mi\u0119dzypokoleniowy ulubieniec? Jak Ptasie Mleczko\u00ae rozkochuje w sobie m\u0142odych?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-894339f elementor-widget elementor-widget-text-editor\" data-id=\"894339f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#Ptasie Mleczko\u00ae #dobronarodowe #pomnikhistorii #Millenialsi #GenZ #kampaniadlamlodych #Wedel #insights #newTP\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_thin\">SESJA:<\/span> ZAKUPY BEZ METRYKI\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_program_godzina\">12:05<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d382a20 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d382a20\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8eae27d\" data-id=\"8eae27d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e3ec09b elementor-widget elementor-widget-shortcode\" data-id=\"e3ec09b\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><script src=\"https:\/\/player.vdocipher.com\/v2\/api.js\"><\/script>\n<iframe\n  src=\"https:\/\/player.vdocipher.com\/v2\/?otp=20160313versUSE3230Ts72lTtDFhXPzhe7DrV2HlC0mXfSoDQQCBIYI5fc6fcw3&#038;playbackInfo=eyJ2aWRlb0lkIjoiYTIzMjJmMDU4MTJmNGQwMzg3OWQwNWI2N2MzOGUwY2MifQ==\"\n  id=\"u1490371451\"\n  style=\"height:auto;width:1280px;max-width:100%;border:0;display: block;\"\n  allow=\"encrypted-media\"\n  allowfullscreen\n><\/iframe>\n<script>\n(function() {\n  const iframe = document.querySelector('#u1490371451');\n  const player = VdoPlayer.getInstance(iframe);\n  const isAutoHeight = () => iframe.style.height === 'auto' && iframe.style.width.endsWith('px');\n  const setAspectRatio = (ratio) => {\n      iframe.style.maxHeight = '100vh';\n      if (CSS.supports('aspect-ratio', 1)) {\n          iframe.style.aspectRatio = ratio;\n      } else {\n          const offsetWidth = iframe.offsetWidth;\n          iframe.style.height = Math.round(offsetWidth \/ ratio) + 'px';\n      }\n  }\n  if (isAutoHeight()) {\n    if (iframe.src.includes('litemode'))  {\n       setAspectRatio(16\/9);\n    }\n    player.video.addEventListener('loadstart', async () => {\n      const aspectRatio = (await player.api.getMetaData()).aspectRatio;\n      setAspectRatio(aspectRatio);\n    });\n  }\n})();\n<\/script><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-06e5295 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"06e5295\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-504c25e\" data-id=\"504c25e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6d6e416 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d6e416\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6ef867a\" data-id=\"6ef867a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-844e52f elementor-widget elementor-widget-text-editor\" data-id=\"844e52f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPtasie Mleczko\u00ae &#8211; s\u0142odycz numer 1 w Polsce, marka-ikona, cz\u0119sto nazywana naszym ,,dobrem narodowym\u2019\u2019. Najwi\u0119kszy brand Wedla i lider w kategorii pralin. \nSi\u0142a pianek Ptasie Mleczko\u00ae \u2013 tradycja i sentyment &#8211; sta\u0142y si\u0119 murem. Z jednej strony chroni\u0105 przed zapomnieniem i zatrzymuj\u0105 w sercach starszych, ale te\u017c utrudniaj\u0105 dotarcie do m\u0142odszych pokole\u0144. A\u017c 65% u\u017cytkownik\u00f3w stanowi\u0105 osoby w wieku powy\u017cej 45 lat. A m\u0142odzi? Dla nich jeste\u015bmy, jak zupa pomidorowa, znajoma ale ma\u0142o ekscytuj\u0105ca. \nJak sprawi\u0107, by mark\u0119, kt\u00f3r\u0105 pokolenia Polak\u00f3w trzymaj\u0105 w szafce od 90 lat, docenili te\u017c m\u0142odzi?\nJak przekona\u0107 m\u0142odych, aby si\u0119gn\u0119li po mark\u0119, kt\u00f3ra nie by\u0142a do tej pory ich pierwszym wyborem?\nJak jednocze\u015bnie zachowa\u0107 pozycj\u0119 lidera i nie straci\u0107 zaufania mi\u0142o\u015bnik\u00f3w marki? \nTo musi by\u0107 mi\u0142o\u015b\u0107! Bez po\u015bpiechu i rewolucji, relacja oparta o mocne insighty konsumenckie, kt\u00f3ra przebije clutter reklamowy i stopniowo rozkocha w sobie m\u0142odych.\nWyst\u0105pienie poprzemy przyk\u0142adami dedykowanych dzia\u0142a\u0144, kt\u00f3rych celem by\u0142o budowanie penetracji w\u015br\u00f3d GenZ oraz m\u0142odszych Millenials\u00f3w \u2013 w tym m.in. zasi\u0119gowej kampanii promuj\u0105cej now\u0105 okazj\u0119 konsumpcji, jak i mniejszych zaskakuj\u0105cych akcji komunikacyjnych bazuj\u0105cych na insightach brandowych. \nCa\u0142o\u015b\u0107 wyst\u0105pienia podsumujemy danymi trackingowymi, aby przedstawi\u0107 wp\u0142yw opisanych dzia\u0142a\u0144 na KPIs marki Ptasie Mleczko\u00ae.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6ec13f3\" data-id=\"6ec13f3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34653f7 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"34653f7\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/tkaczyk_marta.jpg\" class=\"attachment-full size-full wp-image-26888\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/tkaczyk_marta.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/tkaczyk_marta-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Marta Tkaczyk<\/span><p class=\"elementor-image-box-description\">Market Research Manager\n<br>\n<strong>\nLotte WEDEL\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d7e3b1 elementor-widget elementor-widget-text-editor\" data-id=\"5d7e3b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tZ badaniami rynku zwi\u0105zana od 2007 r. Badaczka z d\u0142ugoletnim do\u015bwiadczeniem po stronie agencji badawczych w ilo\u015bciowych badaniach ad-hoc rynku FMCG oraz jako konsultant w Panelu Gospodarstw Domowych GfK. Obecnie po stronie klienta w LOTTE Wedel, w najs\u0142odszej bran\u017cy, kieruje zespo\u0142em bada\u0144 rynku i insight\u00f3w wspieraj\u0105c dzia\u0142y Marketingu, Trade Marketingu, Medi\u00f3w oraz R&#038;D. Cz\u0142onkini Polskiego Towarzystwa Badania Rynku i Opinii (PTBRiO).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-77b4eff\" data-id=\"77b4eff\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53f3057 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"53f3057\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/czajka_urszula.jpg\" class=\"attachment-full size-full wp-image-26840\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/czajka_urszula.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2026\/02\/czajka_urszula-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Urszula Czajka<\/span><p class=\"elementor-image-box-description\">Brand Manager\n<br>\n<STRONG>\nLotte WEDEL\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea7f6e9 elementor-widget elementor-widget-text-editor\" data-id=\"ea7f6e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tBrand Managerka z kilkuletnim do\u015bwiadczeniem pracy w marketingu FMCG w najwi\u0119kszych polskich lovebrandach, marce Tymbark i Wedel. Do\u015bwiadczona w dzia\u0142aniach dla m\u0142odszej TG na Youtube i Tik Toku. Mi\u0142o\u015bniczka polskich krymina\u0142\u00f3w, podcast\u00f3w, spacer\u00f3w, weekendowych city break\u00f3w i popo\u0142udniowych drzemek.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Czekoladki z kredensu u babci czy mi\u0119dzypokoleniowy ulubieniec? Jak Ptasie Mleczko\u00ae rozkochuje w sobie m\u0142odych?#Ptasie Mleczko\u00ae #dobronarodowe #pomnikhistorii #Millenialsi #GenZ #kampaniadlamlodych #Wedel #insights #newTPSESJA: ZAKUPY BEZ METRYKI 12:05 Ptasie Mleczko\u00ae &#8211; s\u0142odycz numer 1 w Polsce, marka-ikona, cz\u0119sto nazywana naszym ,,dobrem narodowym\u2019\u2019. Najwi\u0119kszy brand Wedla i lider w kategorii pralin. Si\u0142a pianek Ptasie Mleczko\u00ae \u2013 [&hellip;]<\/p>\n","protected":false},"author":702,"featured_media":28580,"parent":26817,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-27006","page","type-page","status-publish","has-post-thumbnail","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Czekoladki z kredensu u babci czy mi\u0119dzypokoleniowy ulubieniec? Jak Ptasie Mleczko\u00ae rozkochuje w sobie m\u0142odych? #Ptasie Mleczko\u00ae #dobronarodowe #pomnikhistorii #Millenialsi #GenZ #kampaniadlamlodych #Wedel #insights #newTP SESJA: ZAKUPY BEZ METRYKI 12:05 Ptasie Mleczko\u00ae \u2013 s\u0142odycz numer 1 w Polsce, marka-ikona, cz\u0119sto nazywana naszym ,,dobrem narodowym\u2019\u2019. Najwi\u0119kszy brand Wedla i lider w kategorii pralin. 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