Advertiser: Kofola Czechoslovakia
Countries in which effectiveness was proven
Czech Republic & Slovakia.
Challenge: Beat the sales record of the Golden Euro Effies winner
Kofola is 57-year-old Czechoslovak cola brand which is the No.2 player in the market after the giant, Coca-Cola (Source: AC Nielsen, SALES VOLUME IN LTRS, Czech and Slovak rep, 2015). For decades, Kofola has built its long-standing, retro, peaceful brand proposition of love. The problem occurred, when these values have lost their relevance for the young target group of teenagers. They perceive Kofola as the old-fashioned, local and therefore less cool than Coke.