They thought they were joking when they invited the team of McCann Belgrade for a meeting on the creation of the campaign for “a new Plazma” biscuits, and said, in confidence, no one can know about it, that this was a project they will work on in greatest secrecy. Salty Plazma biscuits.
What? Salty Plazma? How can it be? Why? They thought, “who would even believe us that such a thing even exist?” Not a week had gone past and they already had the opportunity to taste the salty Plazma. They were all suspicious and wary. Try to imagine it: the biscuit is the same shape and color as “regular” Plazma. You hold it with your fingers same as you always held it, ready to dunk it in milk or sweet cream. But lo and behold, it’s salty!!! After the initial surprise, bite by bite, they ate everything and asked for more, wondering what Plazma Slana will taste like with yogurt, chutney or prosciutto.
After they ate all the stocks of test variant of Plazma Slana they were able to start creating campaign for a brand new Plazma experience. People at McCann knew that everyone would be shocked – that fans of Plazma, and they count millions in Serbia, would go nuts when they hear that someone is playing with the taste of their favorite cookies, so they decided to invent everything.
They created a campaign on how Plazma Slana was created, presenting the audience a fairy-tale of the events that took place one romantic afternoon, or maybe not … That’s a great way to inspire people to start thinking on their own about what really happened, to talk about the brand, to voice their surprise on social networks, send comments, tweet, post, share… and while everyone is eager to try the new Plazma experience, something inconceivable until recently, it has already become part of many lives.
The story about how Slana Plazma came to be can be watched in the video below:
Creative Director: Jana Savić Rastovac
Creatives: Miloš Paunović, Divna Peškir, Lidija Milovanović, Bojana Gajić, Jelena Nikčević
Account managers: Aleksadra Bradić, Jovana Stojanović
Strategic planner: Marija Stošić
Director: Istok Tornjanski
