Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Sloganini gathers up Croatian slogans into one place in order to review local advertising production and help the protection of authorship (‘moral copyright’), with the goal of making communication in the public space better and more creative. Regardless of whether you’re an author, an agency or a client, with Sloganini your life can be laganini (easy). Search slogans on www.sloganini.com, sign your own, help us create the best base of slogans by uploading new ones, and hang out at facebook.com/sloganini.
In this month’s edition, slogans from the food category are commented on by Jurica Ćorluka, creative director of the agency Señor.
When it comes to food slogans, there are often attempts to convey the quality of a product with fat “sausages” of slogans, with “big” words. Something that should be clear and memorable turns in the end into a slogan like “Nature has chosen the delicious magic of a harmony of flavours!” This slogan doesn’t actually exist, but take 2 or 3 words from it and you will get one that does.
It would be much better if the slogan itself had quality, as it would thus convey the quality of the product. The slogans I selected for this section stand out from the meaningless practice of piling up the “magically delicious” words and which say something important for the brand and the product.
KISKO. PRVO IME ZA OCAT. (KISKO. FIRST NAME FOR VINEGAR.)
When I think of vinegar (which is not very often), as with most consumers the first thing that comes to mind is Kisko. The brand has existed for 80 years and in that time it has built a very strong leading position, and top-of-mind awareness among its target audience. This slogan emphasizes that position. It implies a long tradition, and it’s as if it sends the message “Kisko. What other vinegar is there?” When I tried googling the names of competing brands, hardly anything came up, and their communications are non-existent. With such inert competition, Kisko will remain the first (and only) name for vinegar for a long time.
MARGO. NENADMAZIV! (ROUGH TRANSLATION: MARGO. NOTHING OUTSPREADS IT)
This slogan is a good example of how the topic of conversation should be changed in the event that you don’t like it. In their communications, margarine brands often start from a defensive position in terms of how margarine is actually healthy, which can sound lame, but also suspicious if brands go too far. Therefore the coinage Nenadmaziv, communicates a tangible, and easily recognizable advantage of margarine over butter – that it’s much easier to spread on bread. While you are busily trying to prepare breakfast, the last thing your sleepy eyes want to see is block of hard butter.
BRZO & FINO. SAM SVOJ CHEF! (BRZO & FINO. BE YOUR OWN CHEF!)
Sam svoj chef (Be your own chef) further underlines the brand name and assures you that what you cook will be just like from a restaurant. For people who don’t have much time or knowledge about cooking, in this case both the name and the slogan guarantee a good outcome for culinary adventure and raise self-confidence.
ARGETA. DOBRA STRANA KRUHA. (ARGETA. THE GOOD SIDE OF BREAD.)
Pate is another food product that has to cope with rising consumer concerns about whether what they eat is natural, healthy and good. Unlike Margo, Argeta opted for communication that places focus on the product quality. The slogan is in line with a long-time platform that focuses on choosing good ingredients and a transparent production process.
NEMOJ MISLITI NA TORTICU. (DON’T THINK ABOUT TORTICA.)
My favourite domestic slogan (as well as the campaign that introduced it) says, in a clever and memorable way, that the product is irresistible, but it also makes a cheeky challenge to the person who reads it. In fact, the slogan is so good that it seems superfluous to dissect and analyse it like this. A great product, a great slogan and you need nothing else.
Too bad that Kraš products are not advertised too much now, because they are often very high quality and are delicious. In addition to the positive emotions from childhood that consumers already associate with them, good communications would help them in winning a high market position.