In 2018, Jamnica celebrates its 190th birthday. One of the oldest and most beloved Croatian brands was very busy in their preparation for this festive jubilee, developing a new communication platform for Jamica mineral water.
They were helped by their new creative partner, the ZOO agency, which will serve as the lead agency for the most popular Croatian mineral water for the next three years.
In co-operation with Jamnica’s marketing department, ZOO was in charge of developing a new communication strategy. The communications territory that has been largely tied to food and functional benefits has now been expanded to a number of other situations in which people drink Jamnica. Thus, the new strategy targets groups that have not been in communication focus so far, but who also like to drink Jamnica. So the new Jamnica communication includes traditional moments of consumption, such as those alongside food and wine, which are expanded with new opportunities for refreshment. In order of achieving more faithful presentation, it was decided to return Jamnica to music after a long time, this time in a modern way. Through the form of a musical, Jamnica makes many everyday situations bright and colorful with its presence. In addition to a catchy melody, there are also verses that all consumers can easily identify with. With the expansion of the communication territory, it was necessary to define a new slogan, which now says: At Every Moment.
The new communication of Jamnica is more cheerful, more relaxed, more spontaneous and more present. The pivot was also recognized by consumers who have rewarded the new spot with a large number of positive comments on social networks.
See below the new TVC for Jamnica, which marks the beginning of a new direction for Jamnica and the beginning of the collaboration between Jamnica and ZOO Agency.
Project team:
Zvonimir Seki, Director of Marketing; Kristina Hustić, brand manager; Matea Milinović, product manager; Marija Jelić, PR manager; Ante Đorđević, digital specialist; Matea Maršić, account manager; Marin Ostojić, Creative Director; Danijel Mahović, Creative Director; Dunja Huber, copywriter; Kristina Reksa-Novak, designer; Ana Zidar, designer.
TV spot: Nevio Marasović, director; Sven Pepeonik, DOP; Švenk, produkcija.
