In the summer of 2019 Heineken Hrvatska launched a new product Natural AF, a refreshing soft wort-based drink made from natural ingredients only. The product targets young people, especially those who tend to read product labels or better to say watch their diet, but at the same time crave exquisite flavor.
The challenge was which approach and communication tools to use in order to reach young audience and build their awareness? The answer was logical – YouTube channel.
YouTube star LayZ features as a brand face reaching the heights of his stardom in the Natural AF video. Instagram was in the main focus where, besides LayZ, many other social media formats were used as well as the content predominantly generating high engagement, by means of a humorous tone of voice.
In the first 2 months the video had 1.2 million views on all channels (IG, FB, YT), 1.4 million views of the entire video content, and over 1 million social network reach.
Heineken Hrvatska / Filip Rabuzin (Marketing Director), Andrea Mišura Žuvela (Group Brand Manager), Tamara Podnar (Junior Brand Manager)
Bruketa&Žinić&Grey / Ivo Payer (Creative Director), Vanja Činić (Copywriter), Nenad Gavrilović (Art Director), Josip Balek (Digital Strategist), Elia Vucelić (Digital Marketing Specialist), Vedran Firkelj (Head of Digital Production), Igor Bilić (Web Designer)
Matej Vučković (Designer)
Komakino / Tina Fras (Producer)
Director: Đorđe Jovanović
DOP: Igor Vuković
Performer: LayZ
Music: Dubravko Robić