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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

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Home News

If only everything was so simple in advertising!

Kofein and Žito – a success story

03/12/2018
in News
2 min read
If only everything was so simple in advertising!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Kofein is one of the most successful and most creative Croatian agencies. Unfortunately, we don’t often have an opportunity to read about their work and campaigns. They are great in everything, except their own PR.

Here’s a current story from Kofein, or two, depending on how you look at things.

Two insights are important at the beginning of each successful story: one tells about the power of a story well told, and the other about the fact that well told stories are those that clearly target their specific audience. Therefore, we can conclude that good stories always travel far, as well as that each market has its own specific traits when it comes to consumer habits.

For these reasons, Kofein accepted the challenge and the opportunities of a foreign market and created two campaigns for the famous Slovenian brand Žito, part of Podravka Group – for two completely different product segments.

For the campaign the Taste of Success, the Croatian agency created an authentic brand story that promotes competitive spirit, along with  creating closeness between the 1001 Cvet (a well-known brand of teas from the Žito line), young skiers and users through loyalty programs focusing on the wishes of skiing talents for success and top results. Within this campaign 1001 Cvet proudly donates 1 eurocent for every sold product to support young talents.

From a communication perspective, Kofein asked itself the following: “How to combine the moment of tea drinking with the support of young Slovenian ski talents?”

And the answer was an integrated campaign across channels (television, radio and digital advertising, social networks, retail outlets, video platforms, printed materials), within which the television commercial builds an emotional story of sport pride, inviting for joint support to young skiers in achieving the goals that will bring Slovenia to the top of the world. Only when we dream together, we win together.

You can find out more about the campaign at the official website, or at social channels of the campaign: YouTube, Facebook and Instagram.

For the purpose of the second campaign, Kofein devised a communications platform for frozen food products of the Žito line, which are made to traditional recipes and enable users quick and easy preparation.

For the purposes of this campaign, apart from digital and print advertising and POS materials, Kofein has created a TV commercial that shows the day of an urban, active woman who simply balances her obligations and activities, as Žito line of products allows her time for everything. In Slovenia they say ZARES IZI, ZARES DOBRO!

Check out the spot of the campaign:

This case of brand stories from the Kofein kitchen has once again proven that it is basically always essential to create new storytelling experiences, as well as that Slovene consumers like to enjoy life and to actively spend their time.

If only everything was this simple in advertising as well!

Tags: KofeinPodravkaŽito
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