Donat is a unique mineral water with a distinctive mineral composition that has a beneficial effect on digestion. In 2021, through an exceptionally successful communication platform initiated alongside repositioning and rebranding, we began to distance Donat from being merely a product for addressing specific digestive issues. Instead, we transformed it into a holistic brand that cares comprehensively for digestion and, consequently, the overall well-being of the body. The communication was primarily informative, outlining new dimensions for the Donat brand territory.
The new communication platform uses an exceptionally captivating, poetic, metaphorical, and visually refined language that brings to the fore the complete naturalness and uniqueness of Donat. On the outside, Donat may appear like any other water and, by that definition, is water. However, Donat is not just water because we consume it not to quench thirst but to care for digestion, and thereby, the overall well-being of the body and a sense of wellness. This is the fundamental message of the entire communication platform, which, with its visually compelling and narratively fresh identity, strongly distinguishes itself from the communication landscape.
Communication channels: TV advertisements, OOH, store design, digital advertisements
Client: Atlantic Grupa, Donat
Agency: Luna TBWA
Media agency: Pro Media Group
Client representatives: Darja Teržan, Klavdija Vidic, Lea Stritar, Iva Starc, Jernej Janežič, Majda Taslidža, Rosana Turk, Lea Norčič
Project managers: Nace Tomc, Petra Noterzberg, Katja Knific
Creative director: Janez Rakušček
Copywriters: Maja Burja, Medeja Kraševec Žnidarec
Art director: Ljubo Bratina
Designer: Miha Feguš
Photographer: Urša Premik
Production house: Kinomotel
