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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
Luna \TBWA *Lead 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