1. Project “Žalgiriui 600” (600th Anniversary of the Battle of Grunwald)
Summary
The oldest operating and the largest manufacturer of strong alcoholic beverages in
Lithuania AB Stumbras often emphasizes history in its activities. In 2010 an
anniversary of exactly 600 years of the most important battle of the Grand Duchy of
Lithuania in medieval times – the Battle of Grunwald (1410) – was celebrated. In
order to contribute to the exceptional commemoration of this date AB Stumbras and
its most popular product Lithuanian Vodka initiated the design of the largest model of
the Battle of Grunwald. Using mini design parts a historically accurate layout Žalgiriui
600 was created and given to the Lithuanian National Museum. Parts were restored
and figures of 1000 soldiers were casted with the help of historians within record time
(five months) which filled a battle field in the layout of 20 sq m. This layout helped
Stumbras and specifically for the anniversary of the Battle of Grunwald presented
Lithuanian Vodka Limited Edition batch Žalgiriui 600 to dominate in the media and
achieve the sales target. Without investing even a litas in advertising, only by using
the measures of public relations the project also helped to strengthen the image of
Stumbras as one of the oldest companies in Lithuania. The event of the Battle of
Grunwald model opening in the museum drew huge media attention; the very Minister
of Culture of the Republic of Lithuania participated in it.
It is important to mention that advertising of alcohol beverages is strictly limited in
Lithuania therefore communication of this project was implemented exclusively using
only PR measures.
Situation
On 15 July 2010 one of the most important medieval battles in the history of Lithuania
– the Battle of Grunwald – celebrated an anniversary of 600 years. On that occasion,
the oldest operating and the largest company of strong alcoholic beverages in
Lithuania Stumbras decided to manufacture a special limited edition batch (100
thousand pieces) of the most popular vodka in Lithuania Lithuanian Vodka – Žalgiriui
600 and to use all the profit from this batch for celebration of the anniversary of the
Battle of Grunwald. By emphasizing the history of the company which extends to
more than a century it was important to create a unique project which would

2. contribute to the strengthening of links between the corporate image of Stumbras and
the history and would distinguish a special batch of Lithuanian Vodka Žalgiriui 600
from other products manufactured for commemoration of this date (from beer, vodka
to sweets, sausages, etc.).
Objectives
Objectives of the project Žalgiriui 600:
- To create a record large and historically accurate model of the Battle of
Grunwald and present it to the media and the public as the tribute of Stumbras to the
history.
- To strengthen the image of AB Stumbras as one of the oldest companies in
Lithuania by emphasizing the social responsibility of the company.
- To create opportunities for distinguishing a special limited edition batch of
Lithuanian Vodka Žalgiriui 600 from other products which will be specially
manufactured for celebration of the 600th anniversary of the Battle of Grunwald (beer,
vodka, other alcoholic beverages, sweets, etc.) and in this way to sell the whole batch
– 100 thousand pieces of vodka Žalgiriui 600 – by the end of the year.
- To dominate in the communication among different projects intended for the
anniversary of the Battle of Grunwald.
Strategy
Several important aspects were assessed during the project implementation:
- Project timing: It was decided to implement the project and present it on the eve of
the 600th Anniversary of the Battle of Grunwald.
- Project location: one of the most important Lithuanian museums – the Lithuanian
National Museum – agreed to become a project partner. A model of the Battle of
Grunwald was created therein and later the model was gifted to the museum where it
is being exhibited at the moment.
- Historical accuracy of the project: During the planning of the project it was decided
that the model has to be historically accurate, i.e. as if a screenshot of one moment of
the Battle of Grunwald. Therefore the Lithuanian Institute of History – an institution
having the best historians in Lithuania – was invited to become a project partner. 5
historians of this Institute worked on the project planning.
- Uniqueness of the project: After consulting with historians it was decided that 1000
figures of soldiers will reflect the battle in the model of the Battle of Grunwald which

3. were specially casted and painted for the project according to sketches of historians.
Size of the model – 4 x 5 m (20 sq m).
- Project links with the Stumbras product: the same name Žalgiriui 600.
Execution
Phases of campaign implementation:
1. February-March 2010: Project planning, search for partners (museums, the
Lithuanian Institute of History, a design expert).
2. March 2010: Presentation of the project idea to the media.
3. March-July 010: Regular communication campaign: project website, fan page
on Facebook (approximately 2000 fans), constant media information about the course
of the project.
4. March-April 2010: Work of a team of historians, preparation of the battlefield
plan and sketches of soldier figures.
5. April-July 2010: Casting and painting of figures (3D printing technology).
6. May 2010: An event to the media for presentation of the first figure in the model.
7. 14 July 2010: A solemn event in the museum for the opening of the model of the
Battle of Grunwald.
8. July-August 2010: The final project communication, highlighting of results.
Documented Results
Results attained:
- Not even a litas was invested in advertising – with the help of public relations
within half a year the project attained more than 90 publications in the media, on
Internet, TV and radio. The initiator of the project – AB Stumbras was mentioned in
the majority of them.
- Journalists of all the main Lithuanian means of mass media participated in the
event for opening of the model of the Battle of Grunwald; the Minister of Culture of the
Republic of Lithuania inserted the last figure in the model and thus completed it and
publicly thanked Stumbras for this project during the opening.
- That evening the article about the event of opening of the model of the Battle of
Grunwald was the most important article in the most popular news portal in Lithuania,

4. it was shown during the news programme of the most popular commercial TV
channel and the name of the company Stumbras was also mentioned.
- An original project and its communication helped to strengthen the links of AB
Stumbras with the history.
- Among a plenty of other projects for the 600th anniversary of the Battle of
Grunwald, the Stumbras media project as well as the special batch of Lithuanian
Vodka Žalgiriui 600 was mentioned almost most of the times.
- The whole batch of Lithuanian Vodka limited edition Žalgiriui 600 was sold by
the end of the year.
- A designed model of the Battle of Grunwald with a thanksgiving plate to
Stumbras company is still standing in the Lithuanian National Museum.
Name of the link URL
Link
Project website www.zalgiriui600.lt
Facebook project fan
page (inactive since the
end of 2010)
http://www.facebook.com/Zalgiriui600
Pictures of the Project http://zalgiriui600.lt/projektoeiga.html
Website: National
Museum of Lithuania
(project partners)
http://lnm.lt
The most popular news
portal in Lithuania Delfi.lt:
A video report about the
model opening
http://tv.delfi.lt/video/e4ErVrgC/
Delfi.lt video report: The
first figure of the model
produced
http://tv.delfi.lt/video/wBxIFEd8/
Delfi.lt video report:
presentation of the model
design ideas to the press
http://tv.delfi.lt/video/ZdSsOsmz/
TV report about the model
of the Battle of Grunwald
(Penki TV)
http://www.youtube.com/watch?v=xnDDhHJURgo
Delfi.lt article and pictures
from the model opening
event
http://www.delfi.lt/news/daily/lithuania/vilniuje-pristatomas-
zalgirio-musio-maketas.d?id=34487731