Drugi jezik na kojem je dostupan ovaj članak: Bosnian
A very successful campaign of agency Grey Belgrade to launch the Milky Juice product for company Nectar has helped not only in the birth of a successful product, but also a whole new category.
The company Nectar, as the largest processor of fruits in the Balkans (a few years ago they even bought the famous Slovenian Fructal) for this year had set themselves a very ambitious goal: to launch a whole new category – a combination of juice and milk. The size and importance of the project imposed a decision to select for this job a new agency, which can bring a combination of strategic approach and disciplined creativity.
The choice fell on Grey Belgrade. No one failed to notice the spectacular market success of Zaječarsko beer, which under the leadership of the agency Grey almost out of nowhere in only three years dethroned the most popular brewer’s brands in Serbia, the undisputed leaders – Jelen and Lav.
“In our line of work, during a career you will do a large number of campaigns for various brands, but a task to build an entire category is once in a lifetime,” said Jasmina Borović, CSD at Grey Belgrade. “From how to understand and set up a new category, over the name and packaging, to the strategy and creative campaign – it’s a job that every one of us dreams of when we first get the desire to work in advertising.”
But such campaigns tend to be also filled with dangers. The survey showed that consumers are generally wary of a product that is a mixture of fruit juice and milk, considering that these two things do not go together. “As much as it once sounded like a courtesy statement, in the case of this campaign we knew that success is possible only if the agency and the client go through each step together,” explained Srđan Mihajlović, director of strategic planning at Grey Belgrade. “We were lucky that Nectar’s team is highly skilled and full of energy. We had exceptional collaboration, and I can safely say that I can’t remember a project like this. There was not a single unanswered question. There was not a single situation where we would try to explain something to each other, and then cause a misunderstanding. But beyond the professional satisfaction and pride – I am personally extremely happy that I had the opportunity to work with people in Nectar.”
The flying cow Draginja, who eats fruit and gives Milky Juice, garnered wide public sympathy. “But this is just the beginning,” said in the end Marin Šimurina, Managing Director at Grey Belgrade. “Already in the case of Zaječarsko beer and Eurobank, and with our other clients, we have shown that even the best results in the market can be outperformed each following year, if the agency and the client are making sure that they aren’t doing things automatically, or because they were always done in a certain way. We saw a cow, Draginja, flying – now we’ll see how high the Milky Juice can soar as a brand.”