Cheers to healthy habits
Background
With one litre of the natural mineral water Radenska Classic Kraljevi Vrelec per day, we can consume sufficient amounts of calcium and magnesium, which contribute to muscle function and growth, energy metabolism, bone health and fatigue reduction. While drinking it, we can also find pleasant refreshment in its natural bubbles. Radenska wanted to remind its customers of the extraordinary benefits associated with drinking Radenska on a regular basis.
Idea
People raise their glasses on different occasions. They raise their glasses to success, to victory, to friends and friendship. But especially to health. Of all the drinks, Radenska is the one with which we can truly raise our glass to health whenever we drink it. The more regularly we drink it, the more we nurture our vigour and wellbeing. This paved the way for the slogan “Cheers to healthy habits”, which celebrates all that is healthy in our lives. It also solidifies the thought that we should drink Radenska regularly, since it is synonymous with a healthy habit.
EXECUTION
We filmed a TV ad showing an average, vigorous man around 40 years of age, who is walking down the hallway of a sports centre in a relaxed and carefree fashion. As he is walking, he greets other visitors and confidently sticks to his path. He finally arrives at a tempting Jacuzzi with bubbling water, where a bottle of Radenska and an elegant glass await him. The man positions himself comfortably and raises his glass to health together with the viewer. The ad depicts a healthy habit, which usually doesn’t take centre stage – taking one’s time and affording the body and soul some peace and tranquillity, since exaggerating in any direction is never healthy.
We also designed simple but telling creative outdoor ads, with the negative space between two glasses shaping an outline of Radenska, to which we raise our glass.
All the creative solutions highlight the rich mineral composition of Radenska and its effects on our body and mind.
