Because there was no differentiation and a clear benefit for consumers, the radler category has been stagnating for a while now. As consumers are concerned, all radlers are the same – artificial and unnatural.
In order to destroy this myth, Bruketa&Žinić OM agency and HEINEKEN Croatia created a campaign placing emphasis on 100% natural ingredients Karlovačko radlers are made of.
With the message “Natural is better” the campaign shows that there are radlers then there is 100% ingredients radler. In other words: radlers are good, but natural are better.
Case study video and results:
HEINEKEN Hrvatska / Roberto Giugliano (Marketing Director), Filip Rabuzin (Group Brand Manager – Mainstream Segment), Nina Gračanin (brand mananger)
Bruketa&Žinić OM / Siniša Waldinger, Drago Mlakar (Creative Directors), Roberta Kranjec (Account Director), Ivan Tanić, Tea Silvia Vlahović (Strategic Planners), Vanja Činić (Copywriter), Tanja Pružek Šimpović (Art Director), Valentina Bugarin (Account Manager), Tomislav Šestak (Designer)
Đorđe Jovanović (director)
Predrag Dubravčić (DOP)
SMG (media agency)