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.
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!