The story of Cockta began in the early 1950s.
Back then Coke was the soft drink of the times, but since it symbolized the emerging Pax Americana, it was off-limits to the peoples living east of the Iron Curtain.
Still, their yearning was too strong to be ignored, so the authorities needed to come up with a solution to avert mass discontent.
In Yugoslavia researcher Emerik Zelinka was tasked with creating a new local pop drink using homegrown ingredients to give the proverbial middle finger to the Capitalist West.
Thus Cockta was born.
This campaign harkened back to Cockta's original rebellious spirit, honoring those who think for themselves and live for "their own thing" without paying attention to doubts, complaints and threats expressed by the people around them or society at large.
It's about individuals who are changing the world not by blindly rebelling, but by drawing on the world around them and living on their own terms. The new story of Cockta is all about authenticity, originality, confidence and fearlessness.
The 360 campaign featured TV ads, print, social media strategy, OHH solutions, a website, point of sale interventions and direct promotions all across the Adriatic region.
To top it all off, we created a series of webisodes portraying individuals from the Adriatic region who live for their own thing - from adrenaline junkies to world travellers, from street artists to cartoonists, from up-and-coming musicians to unlikely stand up comedians.
Client: Atlantic Grupa
Agency: Yootree
Production: Kinomotel
