Following the success of the first special line of innovative products intended for children, Smazalice, Carnex and McCann Belgrade decided to continue the good beat and widen communication to new target groups. Now you have the opportunity to get to know the new member of the crew – the Panda, who promotes three new products that everyone can enjoy, even those who see lunch as a huge hassle. The new Carnex Samazalice products are intended for younger people, and their message is delivered by the fun Panda who can dance, drop rhymes and is really confident in what he says.
„We have decided to address the young people in a language and manner that relates to them, and which sends the message we follow and understand their issues. They are a quick and informed generation, who know exactly what they like and want, and don’t hesitate to say it. In addition to telling us that it is better to have A’s than D’s, the Panda gives a new idea to the kids, which is to make their delicious breakfast, lunch, snack or dinner on their own, just the way they like it,“ explained Divna Peškir, Copywriter at McCann Belgrade.
The soundtrack of the new TV spot is performed by one of the members of the well-known Belgrade pop band “Zemlja Gruva”, MC Milovan.
“As the audience we are addressing expanded, we sought a way to reconcile those who are more or less nitpicky, which is something very difficult to do. I don’t want to reveal too much, but I can tell you there will be a continuation of the campaign,“ said Aleksandra Bradic, Account Manager, McCann Belgrade.
“Working on a campaign intended for children is especially demanding. Kids are an unforgiving target group: either they like something or not, there is no middle ground. I can’t recall another project I had more fun working on. The only thing I can add is: <3 for Carnex and #smzltz,“ added Miloš Opačić, Art Director, McCann Belgrade.
“Carnex is a brand that celebrates its 60th birthday this year. When you have such a strong brand tradition behind you, with products that have been on the family table for decades, positioning of every new product is a real challenge. In order to attract and animate a younger audience, Carnex had entered the kids segment with the Smazalice product line two years ago. After the great success of the first wave of the campaign, the next challenge was to do something even better. We have gotten to know our specially demanding audience – the kids and younger adolescents, and we have tried to understand the interests they have, to address them in their own language. Looking at the overall project from this time point, we believe that by introducing a new Smazalice character and new songs, we succeeded in getting closer to them. The Panda is the real representative of his generation. He is a “cool” character. Best indicator that we have succeeded in achieving the goal is the extremely positive reactions of our younger consumers to the recently expanded range of Smazalice,” said Olivera Papestijević and Tijana Katalinić, brand managers of Carnex, who recognized the existing need and space in the segment of products intended for children.
The campaign also includes young Instagram and YouTube influencers, Lea Stanković and Andrija Jović, who are presenting new products in a new, different way, more suitable for the older audience. See more below:
Living with parents vs. student life
Types of people at a picnic
Project team:
Creative team: Miloš Opačić, Divna Peškir, Branko Rosić, Nikola Nikolić
Accounts: Aleksandra Bradić, Milica Vojnović
Creative Director: Jana Savić Rastovac
Strategic Planner: Aleksandar Milojević
Production: Nebojša Ereš
