There is a prevailing perception among consumers that plant based drinks are only for vegetarians and people with health problems, and the whole category is too serious and boring for them. The plant based beverage brand AdeZ, which is part of The Coca-Cola Company portfolio, and the Bruketa&Žinić&Grey agency wanted to change that with this campaign.
Its goal is to motivate so-called flexitarians, i.e. people who are careful about what they consume, but do not follow a strict diet, to occasionally try coffee or cereals with AdeZ. In this way, they not only do something good for themselves, but also for the cows.
The campaign is aimed at various European markets, and is inspired by the cows escaping from farms that appear in the media every now and then. The central character is a cow who becomes an influencer on social media and launches a campaign asking for some rest.
Watch the video presentation:
The Coca-Cola Company / Milica Vuličević Basorović (Innovation Strategy Director Europe, Adults), Tanja Petrović (Marketing Manager), Yana Bader (Senior Content Manager)
Bruketa&Žinić&Grey / Vanja Činić (Creative Director), Davor Bruketa (Creative Director), Valentina Bugarin (Account Director), Matej Vučković (Designer), Elia Vucelić (Digital Media Specialist), Jelena Mihelčić (PR Manager)
Natalija Najjar (Designer)
Rino Barbir, Director
Joseph Sebastian Watson, Aryven Arasen (Partners)