MAKING BIRELL A LOVEBRAND

The project

Our task was to come up with a communication concept that would make Birell a lovebrand.

The Challenge

Our task was to come up with a communication concept that would make Birell a lovebrand.

For a popular product to become a beloved brand, it had to be firmly connected with something that has an emotional, even personal, meaning for the target group. Kofola (SK/CZ) based its communication on love, Coca-Cola on happiness, and Procter & Gamble bet on parental engagement to do the best for their children.

So we plunged into the world of our target group – thirty men and women, urban active types who want to spend maximum time in nature, do not idle, are constantly on the move and balance all aspects of modern life.

We were thinking about their active life, their motivation, but also specific feelings that connected them and distinguished them from other less active thirty.

The Solution

Our insights were drawn from a survey about what people regret most at the end of their lives. These were the things they haven’t done or tried and the days which they wasted. They even regretted the times when they were just passively satisfied, because they had no memories of those years. By contrast, they preferred the moments which stuck in their minds and the days when things happened that the memory kept alive until old age.

The Result

And so the creative concept of Birell: Taste of experiences was born.

We positioned Birell as being an important part of the life that will one day be remembered. And this is not only because it is non-alcoholic beverage that has high awareness.

In the execution, we also supported this creative intent with a blue picture-like frame that records memories of experiences that will not be forgotten.