Brand launch

Life Less Usual
Conquers the Region

When Jamnica approached us in January 2021 with plans to launch a new brand in the regional market, it was the challenge we had been waiting for. It required complete digital positioning, not only for an alcoholic beverage (the first in our portfolio) but also for a new, almost unknown type of alcoholic drink in the region.

What exactly is a hard seltzer? Why is it so unique? How to interest the target audience? That was our task to solve, and Jamnica’s expectations were exceptionally high: to position and develop the brand on digital platforms while integrating digital communication channels with offline activities and promotional channels.

With clearly defined KPIs, the focus was placed on Instagram to create a content strategy, define and execute activities that would achieve high reach, brand awareness, and increase the follower base.

Highlights

The First Hard Seltzer in the Region


Brand Story and Personality


Creativity vs. Regulations

Barts drink

Jamnica (Fortenova Group)

Expertise

Brand Strategy and Positioning

Branding and Visual Identity

Web Design

Digital and Print Production

Photography

Content

Advertising and Community

Barts Hard Seltzer cans in cranberry and lime, lemon & ginger flavors displayed on a black background with ice cubes

There’s nothing ordinary about Barts, which is why we clicked with it from the very start!

A unique drink requires a unique approach, so we began with the brand narrative – its character traits, emotional and functional benefits, and tone of voice.

This led to specific content types: a series of teasers on the Instagram grid, the “Barts vs. Classics” series, fake history comics, original forced perspective photography, and influencer challenges, all inspired by the brand slogan Life Less Usual.

At the same time, we found creative ways to educate the public and the target audience about this type of beverage through social media, the product page, and digital ads.

Photograph of Croatian influencer Luka Nižetić with Barts Hard Seltzer
Angled Barts Hard Seltzer cranberry cans displayed on a gray background
Barts Hard Seltzer cans in cranberry and in lime, lemon & ginger flavors

By consistently communicating the brand story across digital and traditional channels, Barts became the member of the crew who is always up for a night out, ready for a challenge, and capable of turning even a relaxed gathering into the best party. Barts is easygoing, sociable, eloquent, tolerant, humorous, and above all, optimistic. He always sees things from a more interesting perspective. He lives Life Less Usual.

Yet, at no point do we forget that behind the creative freedom and great fun, there are goals and results. In just three and a half months, the page gathered over 1,600 followers, averaging 398 new followers per month in line with the KPIs.

More than a million impressions per month on Instagram and an active engagement rate of 51.820,00% relative to reach are numbers that speak for themselves.

Various creative social media solutions for Barts Hard Seltzer
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Integrated campaign

Wolt and Mercator-S