www.kombuczara.com

https://www.instagram.com/kombuczara

https://www.tiktok.com/@kombuczara

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Background:

In Poland, awareness of healthy living has been steadily rising — and with it, interest in kombucha, the naturally fermented tea known globally for its functional benefits. As this category entered the early stage of mainstream adoption, we at SCREENS.agency saw a clear opportunity: to popularise kombucha not only as a trend, but as a meaningful addition to everyday wellbeing.

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Insight:

Although kombucha’s health potential is impressive — research shows its ability to support metabolic health, lower LDL cholesterol and triglycerides, and play a preventive role in diabetes — awareness in Poland was still fragmented. The early adopter segment (approx. 13% of the population) was already engaged, but crossing into the early majority required education, cultural context, and a brand voice people could relate to.

The category needed an ambassador — someone who could translate “functional beverage” into everyday culture.

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Idea:

We created Kombuczara — a brand-influencer persona designed to make kombucha feel friendly, local and culturally relevant.
The name plays on popular Polish neo-colloquialisms like jesieniara or zodiakara — instantly recognisable labels that signal identity, belonging and a hint of playful nerdiness.

Kombuczara became a social-first community project with a mission: bring kombucha into the daily routines of Polish people in a way that feels accessible, modern and fun.

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Impact:

By focusing exclusively on the Polish market, we were able to concentrate our efforts on the early majority segment, maximising cultural reach and efficiency. This strategic constraint made perfect business sense: Poland is at the exact moment where kombucha moves from curiosity to lifestyle — and the potential impact per unit of effort is highest.

The result is a growing educational platform, a steadily expanding community and a strong influencer identity that accelerates the category’s mainstream breakthrough.

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Engaged Media:

Kombuczara operates across social media, content platforms and community spaces, with Instagram and the brand blog serving as the main hubs. Every channel supports the same goal: to educate, inspire and embed kombucha into everyday Polish habits — with zero compromise on clarity, consistency or aesthetic coherence.

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Team:

The initiative is led by SCREENS.agency, combining strategy, content design, category expertise and community building. Our team brings together experience in brand development, social influence and the functional-food sector — all to push kombucha further into mainstream culture.

We’re just getting started. As new research on kombucha’s health benefits continues to grow, so will Kombuczara’s role in shaping the future of wellbeing in Poland.

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