Coke is #1 sparkling drink Serbians drink with meals. But it should grow as it takes 5% of this occasion, traditionally occupied by tap water and dairy. Objective was to increase frequency of Coke purchase & consumption, bring the Coke on a table during any meal time across 20-50 target.
We the Serbs, are proud of our food. We say that “strength and love go in through the mouth”. Ottomans, Austro-Hungarians, and others influenced the Serbian cuisine. The portions are large, and foreign guests cannot eat all that is served. Ingredients are fresh and organic which gives the food its original taste
We are very proud of our crafts, heritage, and tradition. 82% of Serbian youth are worried that our culture and tradition are being lost with globalization. Preserving tradition language, crafts and national meals are their concern.
We are proud of world-famous Kilim of Pirot. Carpet weaving in the town of Pirot in eastern Serbia dates back to 15th century. Pirot carpets are found across the Balkans and in international collections. The key quality is the color. There are 122 ornaments and 96 different types.
We are proud of Sirogojno knitters from the small village in the mountain Zlatibor in western Serbia, producing woolen clothing and household items in artisan workshops since the 60s. The colorful items are known in domestic and international markets.
But, Coca-Cola in Serbia lacks localness and carries the badge of ‘globalization giant’ with difficulty to find local relevancy. We believe that Coke’s opportunity is to integrate with ‘crafted tradition and cuisine’, craft local tradition into the big global iconic brand, rediscover traditional Serbian crafts and forgotten meals and celebrate them with a contemporary twist.
The goal was to extend Coke & Meals platform, bring Coke on a table during any meal time, include young adults and cover wider target, 20-50 y.o. Objective was to raise awareness for specifically created online content ‘Unforgettable tastes of Serbia’, 12 episode series, with the chef and his assistant traveling around Serbia, cooking traditional meals with a modern twist to appeal to young adults and mums (užička pie, kalindžo, cicvara, shufnudle, ironed sausage...).
This was NO TV campaign due to limited budgets. Therefore, with awareness as a goal, we selected media with highest reach potential for the target, used when searching for inspiration for food recipes.
Focus was on digital channels as reach potential is 82% on weekly level across the target.
At the same time 20-50y.o. are heavy social media users ( 91% use FB; 40% IG; 96% YT at least once a week ). Online video consumption is increasing among them, 65% say that watching video content online is replacing TV as a form of entertainment. Online opinions are important to them and influencers are trusted; 37% are influenced by opinions shared online & 32% trust vloggers/bloggers opinions.
OOH reach potential for target is 81%, following online. Placing OOH specially crafted billboards strategically in the epicenter of local crafts, prasing local tradition and artisans, giving this medium more relevancy.
Print has solid weekly reach potential, 31% across target.
Contact points selection:
• ‘Making of..’ online videos on Youtube, local web portals and social media
• Online 12 episode series on local web portals Youtube channels & Coke social media channels
• Photo posts related to episodes on Coke social media & social media pages of media partners
• PR in digital – local magazines and websites
• Online influencers support
• OOH –handcrafted billboards placed in the epicenter of Serbian local crafts and artisans
• PR in newspapers and lifestyle magazines
Phase 1 positioned Coke as a brand that cares about local communities, crafts and traditions and built awareness around Coke cooking show series.
We partnered with local knitters and kilim wavers. They created hand-crafted OOH visuals for the upcoming series imitating Serbian kilims and hand-knitted jumpers. They were placed in the epicentre of Serbian crafts, town of Pirot and Zlatibor mountain, as a support to local communities from Coke and announcement for the series. People from local villages loved them. As technology has reached the farthest areas, kilim billboards appeared across social media and travelled in media as news, getting free exposure.
Event for press and locals was organized in Zlatibor tavern. Local crafts were part of the interior and music theme ’Taste the feeling’ was played by traditional Serbian brass trumpet band. Traditional meals were served and local people flocked!
Knitted POP elements were announcing the series, Coke accompanying Serbian stuffed peppers and muckalica dish on the visuals. Print PR articles with knitted visuals announced the series too.
Online PR and influencers announced the series, together with trailer video, to engage the wider audience. 10.500 likes and views were generated in first days of campaign and buzz about knitted bilboards and Coke praising local carfts and food started!
Phase 2 focus was to support 12 vlog episodes and bring the audience to watch it. All was followed and supported with seletion of mostly digital channels. After 4 episodes organic reach for the series was 71% on the targeted aduience.
Antenna Group Serbia, JC Decaux, Color Press Group Serbia, Adria Media Serbia, Ringier Axel Springer Serbia