Jana has unveiled their new communication platform, created in collaboration with Saatchi & Saatchi Croatia, based on parallel “rational” and “emotional” communication. The new strategy, reduced to brand claim DEEP ABOVE ALL, Jana plans to expand the target group and once again remind everyone why it is unique.
The communication platform clearly occupies the territory of depth. The depth of the Jana’s source, which is located at 800 meters under ground, is unique even in the global scale, and is the key of Jana’s purity. Saatchi recognized that depth is what makes the difference between Jana and the competition, and represents Jana’s uniqueness, so they decided to put it in the focus of communication.
These days, the first, “rational” communication phase rolls out, that aims to once again remind the public of the unique functional benefits, but also of Jana’s uniqueness. Additionally, the campaign will present a new, redesigned, transparent label on all Jana packages.
The central part of the first phase of the campaign is the TV ad made by the Zagreb studio Poster.
Along with the spot, the campaign will also include OOH, POSM and a wide range of digital and PR activities.
Jana rolled out the new communication and campaign on the Croatian market, and will soon present it in the markets of the region as well.
Project team:
Jana: Zvonimir Seki (Marketing Director), Maja Vukorep (Group Brand Manager), Mara Bekavac (Product Manager), Morana Matić (Assistant to the Group Brand Manager), Marija Jelić (PR Manager), Ante Đorđević (Digital Marketing Specialist), Martina Hajtud (Brand Manager – Export Markets), Vedrana Vlahović (Assistant to the Brand Manager – Export Markets)
Saatchi Hrvatska: Aleksadra Dilevska (CEO Publicis One Croatia), Ivan Tanić (CD), Robert Pešić (CSD), Nebojša Cvetković (AD), Ivan Pavičić (SCW), Paula Baburić (SPD), Sandra Gašparić (AE), Alma Mujčinović (AE)
