Hollywood again in Serbia
In 2006 MLEKARA was the first company in Serbia to connect its product with a Hollywood character achieving success it justified the correctness of its strategic marketing orientation. Two years later, the company was planning to expand the "5+" brand with absolutely new products for children.
Children are demanding consumers in a constant search of new and attractive products. To meet such demand the R&D department of MLEKARA prepared a yoghurt-fruit product adding flakes to it.
Our first task was to test it among potential buyers - elmentary school kids. Since the children accepted the new idea, "5+ Powerful Meal" with strawberry and vanilla flavours was created. In addition to the basic product, yoghurt, they were the new members of the "5+" family. The brand was further expanded with chocolate milk and common UHT milk products in small packages adapted to children. This time we chose Batman due to his characteristics as the image to promote the broadened "5+" line since the brand line was primarily targeting older elementary school pupils. We marked the first-night of "Batman: The Dark Knight" in Serbia with an attractive promotion and appealing presents featuring Batman.
The result of MLEKARA's bravery and the several months' campaing was the acceptance of the product by the consumers making it the kids' favoured dessert asked for as "the yoghurt with Batman".
Client:
"MLEKARA", Serbia
