PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND BEL FROMAGERIES, SLOVAK REPUBLIC

Pavol Minár - – 26.03.2019

Karička is one of Slovak brands that “survived” the transition to a market economy. It was not easy for it in the new competition, though. In 2006, it needed a lot of help. Before the new wave of popularity of local, retro and traditional brands, all of them were in danger – they could not react to the price attack of private brands brought by store chains. Those lured the consumers by the magic of their low prices. We really helped Karička – even without the “sure-fire” aid for brands in trouble, price reductions.

We connected Karička to the story of a modern Slovak mum. We proved that in the food segment with rapid turnover, you don’t need to build a brand in the way which was orthodoxly upheld by other brands – by turning a woman to a being that only appears in the kitchen. We were one of the first to tell the story of a modern, successful and changing Slovakia, and it was the modern Slovak mothers who became the faces of this successful story. Their response to this was, in the end, very positive. Karička won the EFFIE Slovakia award for this campaign.