In the world bewildered by constant changes, overwhelming amounts of information, a torrent of ads, and constant fight for consumer’s attention, stories are of the utmost importance. The stories told by brands all the time, for the ages. Today, it’s no longer enough that the brands just tell their stories, it is key that brands include their target group in their stories and allow them to be co-creators of the story. This is what ensures long-term success for brands.
It’s best if the brand starts its good story already at initial entry into market – with the brand name, logo, and brand packaging that open the way to the target group.
Brand Mul’c (Kid) is entering the battle with its competitors armed with a story embedded in their name and packaging. Different, fresh, humorous, playful and memorable, it is decidedly focused on “mularija”, on boys and girls of three years and older.
Mul’c is a grain meal that is cooked in milk, mixed and eaten. With no preservatives, no white sugar, no artificial colors or aromas. Just as it’s supposed to be. Mul’c has four flavors: coconut, hazelnut, cocoa and nuts.
Mul’c is also playful, and it plays with the drawings and words on its packaging. The word play between KOKOŠ and KOKOS (chicken and coconut), ALEŠ&NIK and LEŠNIK (lešnik = hazelnut), KAVKA and KAKAV (kakav = cocoa), and “the most mysterious” is the one in which the English word HERO becomes OREH (oreh = nut). Wordplays are complemented by drawings where the astonished chicken lays a coconut instead of an egg, where two twins, Aleš and Nik, carry hazelnut caps on their heads, where a jackdaw pecks cocoa and where a superhero is dressed in a walnut costume.
Mul’c was created and launched by the company Slast, and its ‘parents’ are entrepreneurs Tina Berlec and Mark Kališnik.
Stories were put together by the creatives of the Formitas BBDO agency from Ljubljana.
