Brief
Brief
Herbapol is one of the iconic Polish brands from the medical and well-being categories. Naturalness, herbalism, authenticity, quality, tradition, origin, health, family – these are values recognized spontaneously by the vast majority of consumers. However, what is valuable to the brand is also its brake in the fight for the young and lifestyle consumer. Our task was to prepare a re-launch campaign, thanks to which the Herbapol brand will enter the modern soft drink market with its natural, functional drinks, at the same time challenging such giants as Lipton or Nestle.
Solutions
The campaign was based on a modern approach to product demos combined with emphasis on the functions of individual varieties. Fruity-herbal rain, wind and sun show the composition of the drinks and their functional effects, such as energy, cleansing properties or skin effects. The whole thing was combined with three appropriately selected types of femininity and set in symbolic, slightly surreal, monochromatic worlds. We created three 15-second spots in the form of video clips and a series of expressive posters, consistent with the TV message.