Know the feeling when you want to drink something refreshing and full of flavor, without having to spend an extra 30 minutes on the treadmill to make up for it? Know the feeling when you want to create a product story from the very beginning without having to make sh*t up later: the positioning is off, the packaging is a bit lame and who on earth shot that video? Now we know the feeling.
A STRANGE PLANT
Jamnica, the market leader in Croatia, created a new product envisioned as a brand extension that will infuse the brand with a dash of fresh air. It’s an infusion of sparkling mineral water, with a 10% ratio of fruit juice and aromatic herbs, without added sugars, artificial colors or aromas. This innovative combination still unfamiliar to the locals’ taste buds is positioned in its own “natural indulgence” category. It targets primarily urban women (and men) who like to enjoy life without feeling guilty. In this fast-paced life, sometimes it’s essential to stop and smell… the wormwood!
FROM THE NATURE’S GARDEN
The new drink by Jamnica comes in two combinations: orange/wormwood and lemon/mint (plus, on file, a lengthy list of herbs for interesting future blends). The key elements that make the drink stand apart from the usual mixtures of fruit and (sparkling) water were the herbs. They also served as inspiration for the naming of the brand. In addition to easy language recognition globally, we aimed for clarity, so that the very name can reveal what the drink is about and echo its essence. Since it was made according to the recipe created by (food) experts, we named it after a branch of biology, a science that studies the plants: BOTANICA.
PROFESSOR SEÑOR’S HERBARIUM
Along with ‘natural’ and ‘pleasurable’, the adjective ‘trendy’ takes the third spot on the list of key brand associations. Herbariums and botanic manuals inspired the illustrations on the label. When selecting the style, we settled on a premium, contemporary, figuratively richer and more fashion-like style, which will please the eye and stir the heart of our audience. As Señor would say, it needs to be sexy.
WHEN (TASTE) BUDS BLOOM
Thank god this time we didn’t get entangled in the classic way of presenting a new product that lists off its rational characteristics and benefits. Instead of dry facts, just like in the perfume and fashion industry, it is vital to create an emotional bond and present the feeling that Jamnica Botanica will leave every time it touches your taste buds. Take that, you dull commercial block.
The filming lasted for three days. The first two consisted of two parallel sets filming time-lapses of flowers blooming and ice melting. On the third day we filmed live action; we used for over 30 shots in the final 30 seconds of the video.
BOTANICA IS ROOTING
At the time of writing, Botanica is already reaping its first compliments, sales are growing, and we firmly believe that the rocky start and current unfavorable epidemiologic circumstances won’t stop her from reaching full blossom.
Vanja Blumenšajn ~ Very creative director, copywriter | Jurica Ćorluka ~ Head of creative, copywriter | Lucija Drača ~ Junior copywriter | Alen Lipuš ~ Art director | Tomislav Šestak ~ Art director | Tomislav Fabijanić ~ Senior designer | Iva Kaligarić ~ Strategic director | Danijela Maričević ~ Head of account | Petra Brandt Barišić ~ Account executive | Gregor Bajić - Account assistant
Zvonimir Seki ~ Marketing director | Kristina Hustić ~ Group brand manager | Matea Milinović ~ Brand manager
Ivan Stojiljkovic ~ Director | Aleksandar Košutić ~ DOP | Branimir Živković ~ Editor | Ana Šepić Šolaja ~ Producer (Centralna jedinica) | Mia Gvozdić Michl ~ Producer (Centralna jedinica) | Damir Žižić ~ Photographer | Boris Miletić ~ Making of photographer | Vedran Klemens ~ Illustrator