Maspex
Becherovka social media strategy and content production

Becherovka joined the Maspex portfolio managed by Progressive in 2025, having previously had no official domestic presence on Facebook or Instagram. The task was therefore not one of fine-tuning, but of creating an entire social media ecosystem: laying the foundations for the brand voice, the visual system, the content strategy and a consistent online presence.

The communication had to connect with the brand’s fans, preserve Becherovka’s slightly eccentric world, appeal to a younger adult audience in a fresher way, and create a system that works across social media platforms, campaigns and sales support materials.

We took the revamped international Becherovka brand book as our starting point, but we weren’t thinking in terms of a simple adaptation. Progressive developed a standalone social media identity system tailored to the Hungarian market, which retains the brand’s core character whilst taking on a more vibrant, playful and instantly recognisable form.

The central idea of the communication became the brand message “Unleash your bohemian side!”. We built the visual world around this, featuring carefree characters, strong brand colours, dynamic compositions and a slightly surreal yet accessible atmosphere. The aim was to create a unified, flexible system that adapts to seasonal themes, product focuses and campaign periods.

Progressive plans and manages the always-on social media communication throughout the year. Monthly operations include updating the content strategy, developing post concepts, creating graphic materials, copywriting and Meta advertising support. A significant portion of the content is created using stock and AI-based visuals, tailored to the brand’s identity.

We also produced our own photo and video content: lifestyle photos with a house party and bar atmosphere, product-focused shots, and a short, dynamic social media mini-video. The communication also appeared in display campaign materials, HORECA key visuals, and retail and in-store display animations.

Progressive has established a consistent, recognisable and sustainable domestic communications presence. Official domestic social media channels have been launched, a visual identity system has been developed that operates locally whilst remaining aligned with the international brand, and a content strategy capable of being maintained throughout the year has been created.

The brand’s social media communication took on a fresher, more bohemian and distinctive direction, whilst the creative system became applicable across multiple platforms: in social media posts, display ads, HORECA materials and retail displays alike.

The brand-building work has made Becherovka more visible in the Hungarian digital space and laid the foundations upon which the campaigns and sales-supporting activities of the coming period can be built.