Solution
Given that Dinara was declared a nature park in 2021, the main message of the campaign was chosen at the moment of the beginning of cooperation with the already existing slogan “Cetina – Water from the Nature Park”. In addition to putting the untouched nature from which Cetina comes in the foreground, the untreated water that reaches the end customers was also emphasized. Also, the slogan reflects the main idea of the campaign – that Cetina brings nature to the city, nature to ourselves, and unites us with it. The newly created campaign is focused on emotional and mental well-being, taking care of oneself and loved ones, a comfortable life and recreation with the aim of improving physical and mental health.
With this in mind, the entire communication on social networks was designed with a focus on bringing untouched nature to the city through the consumption of the Cetina. For the purposes of posts on social networks, as well as other promotional materials, three photo shoots were organized – two with motifs of young people in the urban environment and one with the motif of a young urban family. In order to convey the spirit of the campaign, the style of finishing the photos is characterized by a surreal intertwining of the natural and the urban, so the motif of water and greenery from various elements of interior and exterior architecture is often used.
For communication on social networks, several different contexts were chosen in which Cetina was presented, in order to connect the brand with a certain set of positive emotions. These are mostly excursions, fitness and exercise, work and a pleasant working atmosphere, food, rest, socializing with family, entertainment and lifestyle. In doing so, the surroundings of the people in the photographs are complemented by nature in order to convey the desired atmosphere to the visuals – a feeling of freedom and freshness that overwhelms them as they carry out their daily activities by the natural spring water of the Cetina River. Part of the posts on social networks is also dedicated to communicating Dinara’s beauty through photos of the Dinaric slopes without additional graphic interventions. Its natural beauty, however, needs no refinement.
To promote the brand through social networks, several giveaways were organized: pre-Christmas giveaways in cooperation with the Tvornica snova giveaways of table dispensers and summer gifts of bags and beach towels made of natural materials. Summer activations have achieved significant engagements among users who generously shared their most beautiful summer memories in the comments. In addition, unavoidable collaborations with influencers and content creators dealing with the topics of lifestyle, hiking and mental health have been achieved. Some of them are Mija Dropuljić, Petra Kurtela, Nina Slišković Goleš, Maša Zibar and Lidija Šeatović.
Furthermore, for the purpose of communicating the slogan, “Water from the Nature Park”, but also to emphasize the isolation of the location where the Cetina is drawn from the source of homonymous river, two videos were produced. The shorter video communicates the freshness of the Cetina and its Dinaric origin, while the longer one deals with the production process and very clearly communicates the protected aquifer hidden at the foot of the magnificent Dinara and its distance from the source and flow of the Cetina River.
A new web site (created by Weblogic Studio) was also created, which again emphasizes the detachment of the Cetina source from the aquifer, and the web shop from the old version of the website was replaced with the Cetina mobile application for the purpose of a better user experience. The stylistic solution of the new website is characterized by fluidity and a strong presence of motifs of Dinara and the Cetina region.
When designing the content, several basic topics stand out. The primary topic is, of course, products with a a special subpage dedicated to Premium Cetina, the Cetina line inspired by the proclamation of Dinara as a nature park. The modern attire of this 1 litre package with its elegant design pays tribute to untouched nature and all the wild and endemic species that make Dinara magnificent.
The theme of Dinara goes hand in hand with the theme of Premium Cetina itself, nature and history of the Cetina region. Blog articles on this topic are intended for readers who are lovers of nature, hiking and exploring local tradition. They are highlighted on the subpage of Cetina’s story, which includes another key direction of the new communication direction – mental health.
The purpose of the topic of mental health, processed in collaboration with psychologist Jelena Ćubelić, who is behind the PSYCRO platform, is to inform about mental health and encourage self-care. Jelena Ćubelić proved to be an excellent choice for this area – the minimalist style of her digital presence and the simplicity of communication perfectly match the new spirit of the Cetina brand. Also, Ćubelić has shown that she perfectly understands the purpose of representing the topic of mental health in the new Cetina campaign, which is a return to nature and emotional peace and well-being. She has consistently focused on this outcome through a gentle and advisory address to readers living busy city lives.
Sponsorship and socially responsible activities within the new Cetina campaign are focused on lifestyle, mental health and recreation. All collaborations are recorded through story posts and grouped in highlights on the @cetina_water Instagram profile. When it comes to lifestyle events, we collaborated with Zagreb Design, Art & Architecture Film Festival and the International Festival of Brandy and Liqueurs Zgrappa. However, far more emphasis was placed on supporting sports and wellbeing events: the live podcast ” Putem oblaka s Anom Radišić”, “, PSYCRO events organized by Jelena Ćubelić, the RangerRUN and CRO Race races. The most recent collaboration is the one with the Croatian School Sports Federation (HŠSS), initiated by TikTok videos with the Cetina brand, independently designed and recorded by young athletes from the Association. As a thank you, Cetina will hydrate the little recreationists throughout the 2023/2024 season of the HŠSS competition.
When planning and implementing all campaign activities, seasonality was taken into account – summer, of course, is the time of year when people reach for fresh water the most. That is why in the summer of 2022, the distribution of cold bottles of Cetina in Zagreb trams was organized, causing great enthusiasm among passengers in dire need of refreshment from the city heat.
Through the summer months, advertising was also intensified, realized through media leases, mostly print editions, Facebook, Instagram and Google ads. In addition to the standard awareness and engagement campaigns, it is important to emphasize that a special budget was allocated for the promotion of Jelena Ćubelić‘s mental health blogs, as well as that some groups of ads on social networks and Google were also aimed at foreigners on the Adriatic coast who make up a large pool of potential buyers of Cetina.
The results of the cooperation between Cetina and CTA komunikacije on the campaign were excellent: Facebook reach grew fivefold, and Instagram reach by almost 400%. The number of visits to the brand’s Facebook profile increased by over 2000%, and the Instagram profile by 448%, while the number of page likes and followers of the Cetina Facebook page increased by 1300%. Google ads achieved 4.85 million impressions and almost 19 thousand clicks, and more than two and a half million video views were achieved on all platforms. However, the most important of the results is to point out that, after almost two years of cooperation and implementation of the campaign, there are no more comments on social networks that question whether the Cetina is filled up at the Glavaš Vrilo, the source of the Cetina River. Also, a community greatly appreciating the natural spring water of the Cetina and Dinara as a symbol of untouched natural beauty, the sight of which brings admiration, awe and serenity is slowly growing.
