Due to the lack of differentiation and clear benefits for consumers, category of radlers has been stagnating for some time now. In the view of consumers, all radlers are the same – artificial and unnatural.
In order to bring down this myth, the agency Bruketa & Žinić OM and HEINEKEN Croatia made a campaign that emphasizes the 100% natural ingredients used to make Karlovačko radlers.
Through the message Prirodno je bolje (Natural is better), the campaign points out that there is radler, and then there are radlers with 100% natural ingredients. Or, in other words: radlers are good, but natural is better.
CREDITS:
Client – HEINEKEN Hrvatska: Roberto Giugliano (Marketing Director), Filip Rabuzin (Group Brand Manager – Mainstream Segment), Nina Gračanin (Brand Manager)
Agency – Bruketa&Žinić OM: Siniša Waldinger, Drago Mlakar (Creative Directors), Roberta Kranjec (Account Director), Ivan Tanić, Tea Silvia Vlahović (Strategy Planners), Vanja Činić (copywriter), Tanja Pružek Šimpović (Art Director), Valentina Bugarin (Account Manager), Tomislav Šestak (dizajner)
Production – Kabinet
Director – Đorđe Jovanović
DOP – Predrag Dubravčić
Media agency – SMG
