Briefly about this project
Industry: Production of confectionery products and the most important among them – Eurocrem
Client: Swisslion Takovo
Service our agency provided: social media campaigns due to the jubilee
About the client
The Swisslion business system is a recognizable name in our market. According to the original SL recipe, they produce several groups of products – from chocolates and creams to waffles and gingerbread cookies, fine bakery products, and ratluk, ending with alcoholic and non-alcoholic drinks, ice creams, and meat products. And in order not to skip something, there is more.
Eurocrem is certainly the most famous product of this company, which has held the status of a cult brand in our market since 1970. We are sure that there is not a child or a whole family from that period who does not remember this brand. In the former Yugoslavia, every morning started with the favorite cream of all generations, and that hasn’t changed much even 50 years later.
Numbers and stats show the size and popularity of Eurocrem, which are impressive even today. Already in the first year of operation, the first 1000 tons of cream were produced, and after only two years, this amount tripled. The peak of production was reached in 1982 when a fantastic 13,000 tons of Eurocrem were produced.
50 years of production of the favorite cream of the former Yugoslavia, which is still sold in markets all over Europe and the world, should have been celebrated in the right way. Reminding loyal customers of the former appearance of their favorite brand and addressing new generations was just one of the client’s ideas that we realized in social media campaigns.
A challenge put before our Social Media and Design team
Eurocrem is the most famous two-tone cocoa cream in our region. The Swisslion company, among other things, wanted to celebrate the 50 years of the brand’s existence with a campaign on social networks.
The target groups we had to address included both young users of the networks and older ones who, from their childhood, remember Eurocrem and its popularity. By creating a campaign on Facebook and Instagram, which will primarily create a strong emotional charge among the target group, we should achieve a connection between the young and the older target audience.
All this should have been packaged in a visually appealing campaign. We left that part of the task to our colleagues from the design team. They had a goal in front of them to create a campaign that would, on the one hand, arouse the target group’s interest, and on the other, awaken or initiate an emotional connection between the individual and the brand.
Solution
Our creative team designed a campaign that primarily addressed an older target group, which already had contact with the brand and went through various stages of development with it. They were already familiar with some visual solutions from previous decades, they just needed to be reminded of them.
That’s why we decided to put in a really good effort and gather the heritage of Eurocrema in one place. On the websites like KupujemProdajem, Limundo, and Kupindo we searched and found glasses, stickers, mugs, badges, etc. Then we bought them and used them to create part of the visuals in the campaign.
And how we implemented this campaign in 2020 and what results we achieved – see briefly below.
- We bought over 50 different items related to the Eurocrem brand from 1970 onwards,
- We photographed all these items and processed their photos,
- We made over 960 photos with various processing and corrections,
- Communication with fans was initiated by asking a series of questions in posts on social media,
- A series of slogans were created that highlighted the strength of the brand,
- Visuals were created that connected the past and the present by showing a boy and a girl eating a piece of bread with Eurocrem 50 years apart,
- Several giveaways were organized, with the aim of starting communication with the audience and increasing their connection with the brand,
8. The budget for boosting posts was either insignificant or very small, so it can be said that creative is responsible for excellent results,
Result
We can express the specific results we achieved with this campaign in numbers. So we can say that the posts with the old Eurocrem cups inspired the audience to comment.
The number of comments on one such post was more than 200, while the post was shared more than 30 times. These posts sparked an emotional response from the audience, and individuals started sending photos of their old glasses to the pages’ inboxes.
Then, when it comes to the posts with the boy and the girl, they also went down very well with the audience. The girl received almost 350 likes, over 20 comments, and 12 shares. The post with the boy went viral, with over 700 likes on IG and almost 50 comments.
However, we should mention another result of the campaign, which we did not expect, but which happened. Namely, a certain number of negative comments appeared in which individuals commented on the quality of the product and compared it to the one 50 years ago.
Thanks to those comments, we realized that additional work is needed to strengthen the brand and educate the target audience about the recipe and the changes that followed during this period of half a century of Eurocrem production.
Client impressions
Zadovoljni smo kreativnom i zanimljivom kampanjom koju su Titani kreirali za 50 godina Eurocrema. Mislimo da je stvorena nova veza između mladih i starih fanova našeg brenda. Vizuali su bili odlični i uspeli su da prenesu nekadašnju atmosferu realistično. Istovremeno kreirali su i vremensku mašinu povezujući period od 50 godina u jedan vizual. Čak smo zadovoljni i prašinom koja se podigla oko ove kampanje, jer nam je ukazala na to da više treba da komuniciramo sa ciljnom grupom i svakog dana unapređujemo naš brend.
We are satisfied with the creative and interesting campaign created by Titans for 50 years of Eurocrema. We think a new connection has been created between young and old fans of our brand. The visuals were excellent and managed to convey the former atmosphere realistically. At the same time, they created a time machine connecting a period of 50 years in one visual. We are even satisfied with the dust that arose around this campaign because it showed us that we need to communicate more with the target group and continuously improve our brand.
