Bruketa&Lactalis

The collaboration between Bruketa& and Lactalis began in 2023. Since then, they have worked together on several different projects.

The collaboration began with work for Ljubljanske mlekarne and the Mu brand, and has since expanded to include several Lactalis brands, categories and markets. Since 2023, Bruketa& has worked on communication strategies, ATL campaigns, new product launches and adaptations of creative concepts for Mu, President Jošt, Alpsko mleko and Dukat. The projects were carried out in Slovenia, Croatia and Serbia, and in 2026 the collaboration expanded to North Macedonia.

Mu – New communication strategy and campaign for drinking yoghurt

The first joint project between Bruketa& and Lactalis was the development of a new communication strategy for the Mu brand and an ATL campaign for its drinking yoghurt. The brief was to highlight the product’s Slovenian origin and quality, and to distinguish Mu from other brands in a category where communication often relies on similar themes.

Instead of making the expected connection between the word Mu and a cow, the brand introduced an unexpected protagonist: a dog named Mu. The Border Collie from a Slovenian family farm was presented as the authorised guardian of the cows’ welfare and happiness. His care for the cows became the core of a story that links the yoghurt’s quality to the origin of its milk, while bringing humour, warmth and a distinctive character to the communication.

This led to the communication platform “Uživaj v MUmentu” (“Enjoy the MUment”), which set the direction for the brand’s further development and the introduction of new products.

Mu Athentikos

The collaboration continued with a campaign for Mu Athentikos, a Greek-style yoghurt, for which the agency developed ATL communication within the brand’s existing world.

In the campaign, Mu the dog plays Greek tunes on a bouzouki while the cows dance the sirtaki. By combining the Slovenian landscape, Greek motifs and familiar characters, the campaign used humour to communicate the product’s creamy texture and flavour. The campaign continued to build on the ‘Uživaj v MUmentu’ platform, and the campaign ran across television, digital channels, social media and points of sale.

Mu Skyr

For Mu Skyr, an Icelandic-style yoghurt, the agency created communication materials that continued to build recognition for the Mu portfolio.

The communication focused on the product’s main attributes: a thick texture, simple ingredients, and naturally high protein and low fat levels. The new product was integrated into the brand’s existing world, with a clear message for consumers looking for simpler ingredients and functional nutritional benefits.

Mu Spreads

In 2025, the collaboration expanded to include Mu dairy spreads, for which the agency developed communication materials.

Mu Animal Welfare

The agency also developed an animal welfare campaign for Mu, extending the brand story from individual products to the conditions in which the milk is produced.

The campaign for the “Prosta reja” project focused on specific aspects of the cows’ daily care, such as fresh feed and clean bedding. Short videos presented animal welfare in a simple, accessible way, in keeping with the brand world in which Mu the dog is responsible for the happiness of the family farm’s cows.

President Jošt

In 2025, the collaboration also included President Jošt, for which the agency developed an ATL campaign.

The creative concept played with the product’s name and the office of president, presenting Jošt as a candidate in an election. The campaign used the messages “Ne levo, ne desno, delikatesno!” (“Neither left nor right, but delicious!”), “Kandidat za sve okuse!” (“A candidate for every taste!”) and “Kandidat kojeg Slovenija obožava!” (“The candidate Slovenia loves!”).

The concept built on the brand’s communication from the early 2000s, when Jošt was personified as a boy in advertisements, but adapted it for a new era and different generations of consumers. The campaign ran on television, digital channels and outdoor advertising.

Alpsko mleko

In mid-2026, the agency developed a new communication platform and ATL campaign for Alpsko mleko in the Slovenian market, further expanding the collaboration within the Ljubljanske mlekarne portfolio.

The campaign centres on a familiar family scene. As the morning begins, the father is already ready to ski, hike or cycle, while his sleepy son reluctantly follows. After their early start and outdoor activity, they return to the family table, where a bowl of cereal with Alpsko mleko finally puts the boy in a good mood.

The campaign is based on the insight that weekends in Slovenia often start early and are spent being active outdoors. Habits that may seem unusual to others feel completely natural to those who grew up with them. Alpsko mleko is therefore presented as part of breakfast, growing up and the family rituals passed from one generation to the next.

The message “Alpsko mleko. Da ne pozabiš, kdo si.” (“Alpsko mleko. So you don’t forget who you are.”) sums up the campaign idea: Alpsko reminds us of the habits we grow up with and often pass on without even realising it.

The campaign was launched during Ljubljanske mlekarne’s 70th anniversary year, alongside a redesign of the Alpsko mleko packaging. The brand also received its first sonic logo, composed by Robić based on Bruketa&’s creative concept.

Dukat Bobbastic

For the launch of the new Dukat Bobbastic product, the agency developed a campaign that presents yoghurt with irresistible boba pearls as a new and playful consumption experience.

Bobbastic comes in two formats. The drinkable version comes in Mango & Orange flavour and is enjoyed through a straw. The spoonable version comes in Lemon & Kiwi flavour and is eaten with a spoon. Both combine creamy yoghurt with fruity boba pearls that burst in the mouth.

The creative concept was built around the sound of the boba pearls bursting. This “pop” became the campaign’s musical motif, and Bobbastic was introduced as a new POP star. An original song was also created for the brand in collaboration with the young musician bejbe, making music an integral part of the product launch.

Mu Bobbastic

The Bobbastic concept was adapted for the Slovenian market, where the product was introduced under the Mu brand. Mu the dog, the established hero of the “Uživaj v MUmentu” platform, took the lead role in the campaign and received a new Y2K look for Bobbastic.

This integrated the product into the brand’s familiar world while giving it a new visual and communication style designed for a younger audience. Mu became Bobbastic’s main influencer in Slovenia, connecting the brand’s established character with a new product inspired by the boba trend.

Bobbastic in Other Markets

The concept developed for the launch of Dukat Bobbastic was also licensed for adaptation in Serbia, Montenegro, Bulgaria, Kosovo, Hungary and Slovenia.

The connection between bursting boba pearls and the world of pop music remains at the heart of the concept, while the brand and execution are adapted to each market. In Slovenia, the product launched under the Mu brand, while in Serbia it was introduced as Dukat Bobbastic.

Dukat Serbia – Healthy Habit

In 2026, the agency developed the “Zdrava navika” (“Healthy Habit”) ATL campaign for Dukat in Serbia, connecting the brand with freshness, naturalness and everyday eating habits.

The creative concept draws on the lyric “Hej, na sveže mleko miriše dan” (“Hey, the day smells of fresh milk”) from “Dodirni mi kolena” (“Touch My Knees”), a well-known song released by the band Zana in the early 1980s. The familiar lyric takes on a new meaning in the context of Dukat milk, linking nostalgia and popular culture with the message “Kad je sveže i prirodno, znaš da je Dukat” (“When it’s fresh and natural, you know it’s Dukat”).