This year, as it marks its 360th anniversary, Lithuania’s oldest brewery, Gubernija, is launching a new communications campaign that reflects the brand’s values and highlights a theme highly relevant in today’s world – the pursuit of togetherness. The main message of the campaign – We Have a Lot in Common – underscores that people from different walks of life, with diverse views, professions, hobbies, or experiences, often share more common ground than differences.
Encouraging dialogue and connection
The campaign has been created to commemorate a historic milestone – Gubernija, owned by MV GROUP Production, is the oldest operating brewery in Lithuania, with roots dating back to 1665. Over the centuries, Gubernija has grown alongside the city of Šiauliai, weathered significant historical events, fostered a spirit of community, and remained an integral part of the region’s economic, social, and cultural fabric.
“For 360 years, Gubernija has always been a place where people’s stories intertwine and where a sense of togetherness is born. Since its founding in 1665, the brewery has done more than just produce beverages – it has brought people together. During the Tsarist regime, it was a venue for secret gatherings aimed at preserving Lithuanian identity. During the pandemic, it launched the initiative ‘Ours for Ours,’ helping local businesses survive. Gubernija has always been present – whether in the achievements of sports and cultural communities or simply in the desire to come together. With this campaign, we want to remind people that genuine connection begins when we turn to one another and recognize what unites us, rather than what divides us,” says Dalia Gruzdzevičiūtė, Head of Brand Management at MV GROUP Production.
The new Gubernija campaign will be rolled out across a wide range of marketing and communication channels. It will also feature a video series where people representing opposing groups or perspectives participate in a unique social experiment.
The project will bring face to face people from seemingly opposite worlds: the young and the old, a footballer and a basketball player, musicians of different genres, beer and wine sommeliers, a local from Šiauliai and a fan of the city from elsewhere. They will answer questions with a choice of two answers and take part in a special Gubernija challenge.
Differences can be bridges, not barriers
According to Gruzdzevičiūtė, the aim of the campaign is not only to mark Gubernija’s significant anniversary, but also to share an important message about social unity.
“This campaign is not just about Gubernija’s history. It’s about all of us – about the idea that our differences don’t have to be barriers. They can become bridges that help us feel like part of a community, give us a sense of safety, and allow us to celebrate who we are,” says the Head of Brand Management.
The campaign’s visuals rely on contrasts, while maintaining continuity with Gubernija’s brand story and aesthetic language. Bold orange and deep navy backgrounds, diverse people and their interests – all represent differences that spark connection. Each visual not only illustrates this idea but also highlights Gubernija’s anniversary, an occasion open to everyone, regardless of age, gender, interests, or social status.
The We Have a Lot in Common campaign is being implemented in collaboration with the communications agency Fabula Rud Pedersen Group.
