Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The song I Want Beer in a very short time embedded itself in the ears of all beer lovers across Serbia. And it’s not just because of the original, catchy lyrics and energetic melody that raises the mood, but also the topic that everyone faces every day. In the song, and the accompanying video, Jelen beer placed the focus on one of the fans of Jelen beer, told the story of his everyday and gave him recognition for everything he had accomplished that day. And in every next day to come.
The creative exchange of opinions and constructive discussion of the employees at the Apatin Brewery resulted with a song which transcended the frame of a mere ad. Lyrics were written by employees from various sectors of the company, who also paved the foundation for the visual part of the campaign, which, in collaboration with the Idea+ agency and the Black Book production company resulted in what we would call a hit in advertising. That’s why this campaign is a great acknowledgment to employees as well, because they have shown motivation, brand inspiration, and focus on the needs of their consumers. Main “culprits” behind this campaign explained how to road to the final result looked like, from the initial idea, over first lyrics to the spot itself.
“During this year we had set up a series of workshops with employees of the Apatin brewery, partners and external associates from all over Serbia, defining the average consumer of Jelen beer, their desires, fears and dreams. And we found the spot that Jelen beer occupies in their life. This has resulted in a spot and a song that we believe will be sung with every order of another round of beers,” said Olivera Nikodijević, Chief Marketing Officer at Apatin Brewery.
Every male in Serbia will be able to relate to the men of different interests, age and occupation in the spot. All of them are always in the same race with time and obligations, from the first alarm clock buzzer in the morning, to the winding of the clock for the next day. Be a good father, exemplary husband, helpful neighbor and a caring brother. Be a deliverer, a handyman, a mechanic. And after you do all these obligations successfully, you can treat yourself with some moments of relaxation with friends and beer.
“The song I Want Beer is celebrating each and every one of us, because the lyrics are an authentic product of our employees. As an exciting testimony to the everyday lives of most men in Serbia, this song has hit the cord with a lot of people, and has shown the strength of our team to achieve a common goal,” said Nikola Šućur, Marketing Manager at Apatin Brewery.
The campaign is accompanied by an Instagram contest I Want Beer, where beer lovers submitted their most creative interpretations of this song. Ten best works were selected, whose authors will be featured in the newest commercial of Jelen beer. And, of course, they will get the beer they wanted as a reward.
“Our personal feelings aside, it is important that this is recognized and valued by others – those who we care the most about. Jelen beer is therefore a spokesman for entire generations of men who, with the shifting of social roles, have tackled the new list of family chores with full dedication. And they should be encouraged on that path,” said Marko Margan, Junior Brand Manager.
Good lyrics, interesting spot, relatable topic and a catchy tune, all these are elements why I Want Beer deserves the status of an unofficial male anthem. For a daily dose of good mood, we recommend that you look at the complete version of the spot, and see why small victories are worthy of celebration.