Cockta | Live for Your Thing
The second iteration of the Cockta rebranding campaign was made in collaboration with different artists - musicians, dancers, DJs - from across the Adriatic region. Many of the featured artists challenge the rules, prejudices and taboos that still persist in this part of the world and thus perfectly embody the essence of the new Cockta brand. The campaign was centered around a visually stunning, provocative TVC that called on viewers to break through existing cultural norms and live for their own thing.
The campaign resonated with cosmopolitan youth across the region and considerably boosted Cockta's brand recognition.
But the campaign's greatest achievement may have been it's ability to provoke a cultural backlash in the form of a petition to ban the ads from appearing on Croatian TV and billboards.
(Un)fortunately the petition wasn't successful in imposing the ban, though it was successful in generating free publicity and further cementing Cockta's newfound rebellious brand image.
Client: Atlantic Grupa
Agency: Yootree
Production: Tuna Fish Studio
