Zagrebačka Pivovara is Croatia’s leading domestic beer producer and one of the largest companies in the country. In 2021 they launched Hidra, a brand-new brand of functional, non-alcoholic drinks with a flavor you can’t find in any other bottle: citrus and barley. As part of Hidra’s go-to-market strategy, our task was to introduce this novel new product to the public.
This entirely new beverage concept—a non-alcoholic barley drink— needed a wide-reaching awareness campaign that changed peoples’ perspectives about what drinks could be. But, what if we could change peoples’ perspectives about what they can be, too?
And that’s how we landed on the big idea for the campaign: the path to your higher self. Starting down it is a colossal task—one that requires the guidance of someone who has conquered colossal heights themselves. So who should we turn to for the inspiration we need to take the first step? Our answer was Ivica Kostelić, the Croatian skiing legend and four-time Olympic silver medalist, successful businessman, loving spouse, and father of four.
The video series
"Change your perspective with Ivica Kostelić" is an inspirational video series we created, in which Ivica presents his philosophy and guidelines for a life well lived. The series has 6 parts: beginning, goal, passion, challenge, fear, and success.
The prize contest
The campaign culminated in a prize contest where users told us how they made a significant change in their life. The most inspiring comment won a 2000 HRK gift card to Decathlon, a sports store.
Through extensive display, YouTube, and social media ads on Instagram and Facebook plus some help from our friends over at OMD, we were able to reach a wide swatch of the Croatian public for the Hidra launch.
Through a wide-reaching digital campaign, we helped Hidra hit the market as a symbol of change and personal progress, while also engaging people to offer some fresh, new perspectives on how to strive for more.
• The video series had 1 million views and 2 million impressions on YouTube
• Instagram and Facebook ads reached 1.5 million unique users, with 15 million impressions
• Display ads garnered nearly 1 million views and 8.5k clicks