Which brands are our best brands? This question, in their latest campaign, is asked by Mercator, Slovenia’s biggest retailer. After the spring campaign rejuvenated the tone and the target group of the company (Alice Merton’s No Roots has in the meantime become a big hit, and some Mercator employees, who performed in Saša Podgoršak’s spot, are the real stars of local shops), Mercator is now moving back and forth: it’s going back by scavenging the attic, looking for some of Slovenia’s old famous brands; and is going forth by continuing to rejuvenate its target audience. It also reaches wider in space, because their marketing department isn’t hiding ambitions to use the best solutions on other Mercator markets as well.
My Brands are the Best Brands campaign could not have been created without the close cooperation of the key Mercator partners, all of them top players in the charts of the most popular Slovenian brands: Perutnina Ptuj with Poli, Ljubljanske mlekarne with Alpsko mleko, Žita with Zlato polje and Atlantic Group with Cockta.
Each of the partners can count on having a special installation in Mercator’s stores of various formats and extensive media distribution, from television and radio, through press to outdoor advertising and digital channels. The spring campaign recognized a potential hit in the then barely-known Alice Merton, and this time the creatives from the ArnoldVuga agency placed their bets on Slovenian song Ti si rekla sunce by Ivo Mojzer, although in contemporary execution by Petar Penko. Spot was directed by Nejc Pohar, whom the Slovenian public remembers after his great episodes of the series On Therapy. The team was particularly proud when Ivo Mojzer joined them in person at the set, and with his still deep and seductive voice ‘spiced up’ the evergreen song.
In the following days, when you see a group of young “buddies” on television, bus stops, or streets, know that you can find out much more about them and their favorite brands online, because the girls will be active vlogers throughout the campaign.
