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Argeta
Rejuvenation of pate category and Brand Argeta – 10 year Argeta Junior long-term strategy
RAN IN: Slovenia
CLIENT
Atlantic Grupa
ENZO SMREKAR, Glavni direktor Strateškega poslovnega področja Delikatesni namazi in Predsednik uprave, Droga Kolinska d.d. / Atlantic Grupa
PETRA ČADEŽ, Direktorica marketinga, Droga Kolinska d.d. / Atlantic Grupa
NEDELJKA JANKOVIĆ, Regionalni vodja upravljanja BZ za trg, Droga Kolinska d.d. / Atlantic Grupa
ANA ŽUNJANIN ZUPANČIČ, Vodja upravljanja BZ za trg Senior, Droga Kolinska d.d. / Atlantic Grupa
ANA JAMNIK, Vodja upravljanja BZ za trg Senior, Droga Kolinska d.d. / Atlantic Grupa
NATAŠA ČEŠNOVAR GREGORC, Direktorica raziskav in razvoja, Droga Kolinska d.d./ Atlantic Grupa
MOJCA PESENDORFER, Vodja marketinga za razvoj kategorije in BZ, Droga Kolinska d.d. / Atlantic Grupa
AGENCY
TINE LUGARIČ, Kreativni direktor, Luna TBWA
Publicis Groupe Slovenia *Lead Agency
MITJA PETROVIČ
TONI TOMAŠEK, Chief Creative Officer in Chief Executive Officer, Publicis Groupe Slovenia
Agencija 101
SUMMARY
Long term goal of Argeta Junior was to effectively and efficiently build new Kids pate segment, premiumisation of brand and category, increase brand awareness and usage, and positive turn in category perception. Through extremly recognizable mascot Argeta Junior duck we're constantly recruiting new young consumers with high life time value to the mature pate category. Our communication strategy with Argeta Junior duck in its core, changed and adapated over time to the new market reality, but kept on building Argeta Junior brand strength.
CASE VIDEO

Type: b2c
Language: Slovenian