2 ArianaRadler началото

@ ariana.radler – 0.0% alcohol and 100% freshness

We had to make Ariana’s Instagram profile the main communication platform for Ariana Radler 0.0%, as well as focus the audience’s attention on natural ingredients, new flavors, freshness and the perfect combination of soft beer and fruit juice.

The beginning

Ariana is a doyen in offering radler drinks on the Bulgarian market – both with a low percentage of alcohol of 1.8% and completely non-alcoholic – 0.0%. In June last year, the brand added two new flavors to the 0.0% series and so Ariana Radler’s 0.0% alcohol flavors became four – lemon, raspberry, orange and grapefruit, dark lemon.

superHUMANs are super fresh, they love fruits and one more thing – they are born explorers seeking for new adventures. That’s why we took on the taste challenges of the non-alcoholic Ariana Radler!

The task

We had to make Ariana’s Instagram profile the main communication platform for Ariana Radler 0.0%, as well as focus the audience’s attention on natural ingredients, new flavors, freshness and the perfect combination of soft beer and fruit juice.

Approach

We took the time to research Instagram trends and test the most appropriate formats. We looked at campaigns of world brands, we were curious about the feed of influencers at home and abroad, we peeked into the compositions of our most artistic followers. We also collaborated with the client’s ideas all the time, and in the end we just made the radlers come to life and reveal their harmonious fruity soul.

Although overflowing with creative solutions, our work on the brand is always guided by several considerations: the visions make sense both separately and together, and the main rule is that creative ideas do not interfere with the realization of advertising. Therefore, in order to be as efficient as possible, we had to structure the process of execution of the final product.

Every month we start with brainstorming for new fruit incarnations. Then we create a color grid to guide us during the photo shoot and post-production. We pre-determine the visions for installation and photograph the necessary fruit, cups or cans, in the appropriate perspective and lighting. In this way we install the objects in their natural environment, with the right shadows and light.

When reviewing the preview of the future feed, we decide where we can use another design trend – bold text in the visions. For them, we choose word combinations from the creative hat of the brand, such as “Time is for a dark lemon ”, or ambiguities such as“ I like strawberries with mint ”and others.

PHASES 

We launched Ariana Radler’s Instagram profile with situational visions depicting fresh moments – we sat on the edge, played tennis and carried pitchers to our friends. And at one point we decided we needed to move all Radler-appropriate occasions to copywriting.

The truth is that all the time we all secretly wanted to take advantage of the opportunities that the Instagram grid offers us. We all fell short of heart when we confessed, and then there was nothing to stop us. With each posting plan, Ariana Radler’s profile went through different phases.

We relied on minimalist color visions set in chess, with a sense of more freedom.

1
From the colorful space, filled only with drops of freshness or slices of delicacies, we smoothly moved to more and more complete sets.
2
3
Until we came up with whole compositions suitable for horizontal grids of three photos or images with repetitive rhythmic elements
4
5
6
In the taste constellation of Ariana Radler 0.0% a new star rose – that of Strawberry and Mint. It was with her that we once again upgraded the standard posting of content on Instagram. After experimenting enough with lights, shapes and different sensations, it was time to break the triple horizontal grid and start creating vertical compositions, top views of 4 squares and semantic interweaving from set to set.
7
8
Regardless of the storyboarding, we relied on different video formats all the time – such as stop-motions, timelaps and eye-pleasing moments. 90% of our content is realized on the basis of photo sessions, and the remaining 10% we supplement with super up-to-date design 3D elements, as well as texts to the visions.
9
10
11
When the final touches on the visual layout have been made, the work on copywiting begins. In the case of Ariana Radler 0.0% and given the specifics of Instagram as a strong visual platform, we use the text as an accompanying element to the creatives. We are talking mainly about the natural ingredients of the drink and its refreshing taste.
Ex .: Prepared with non-alcoholic dark beer and tempting lemon juice, Ariana Radler 0.0% Dark lemon is the sip of freshness we often dream of.

Communicating Ariana’s non-alcoholic radler allows us to paint many situations in which the audience can enjoy it.
Ex .: Light carbonated meetings for sweet stories and delicious desserts!

Often the copy completes the text in the vision – for example, after “We like strawberries with mint”, we would add: “And we are sure that you will like the strawberry freshness and mint aftertaste, from the first sip.”

And sometimes copies are as abstract as visions.
Ex: They jump out of their citrus orbits and land right in Ken Ariana Radler 0.0% Mix orange and grapefruit.

IN CONCLUSION

The specificity of the product allows us to unleash our imagination constantly. Sometimes we open a raspberry kennel and our boho essence starts to pose, other times the rich aroma of orange and grapefruit just reminds us of a cozy Christmas Eve, and the still life is ready before we adjust the lighting. With the non-alcoholic Ariana Radler we are ready for sweet chit-chat afternoons, sophisticated soirees or fusion desserts.

The freshness of the soft drink overflows out of the feed and soon the fruits will settle among your store. Be alert.

You can also see the case study in the video we did on the case:

superHUMAN PORTFOLIO

Toyota Case Study carousel

Toyota Hybrid – I know why

Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars.

READ MORE

IUVO Case Study carousel

Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer.

THE TASK
The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

READ MORE

Idelyn Case Study carousel

Summer campaign for consumers on the Black Sea coast

Our client Valmark came to us with the challenge to increase the visibility and sales of Beliema from Idelin in the summer - one of the strongest seasons for the product. Our strategy was to provide quality content plus segmented targeting to reach the right users at the right time.

READ MORE

Fintrade КОГАТО ПРОМЯНАТА В ПЪРВОНАЧАЛНАТА КОНЦЕПЦИЯ Case Study carousel

When a change in the original concept may be your best ally

Or how timely analysis of the results reminded us again that there are no universal solutions to work in every channel, and what we did with this information

Last summer, our client Fintrade launched a new communication platform - "Ally". The development of an entirely new landing page and the replacement of existing messages and vision with new ones led to a decline in results. Conversion rate in their main communication channels Google Search and Facebook reported a decline of over 50% in the first days of the campaign.

READ MORE

MedixAlvina Case Study carousel

Medix Alvina Deluxe Perfume

We have all come across the clichés used in advertisements for detergents:

  • Housewives who love to wash dishes;
  • Children who are constantly dirty;
  • Softeners that they bring to a parallel reality;

The Medix Alvina Deluxe Perfume campaign was aimed at escaping them.
In the lines below you can find out what approach we decided to bet on, how we implemented it and what it led to.

READ MORE

БРЕМЕННОСТ И ДЕТСКОТО ЗДРАВЕ Case Study carousel

FORUM PREGNANCY AND CHILD HEALTH

We present you our case study in connection with one of the largest Investor events.
The fifth consecutive "Pregnancy and Child Health Forum" is one of the largest and most recognizable forums of this nature, which this year managed to gather nearly 2,000 guests in two days.

READ MORE

Aladin Case Study carousel

WHAT TO DO WHEN THE OLDER ONES LINE US UP FOR THE DONER KEBABS?

What was the situation when the client came to us?
We all know who aladinfoods are, so we can afford to skip the introduction section. As you read this, you know who we are and what we do. You may already be solving the puzzle of why we met and wanted to work together. And the missing piece is the online store, where you can order food for home.

READ MORE

Britanica Case Study carousel

“Growing up together” with BRITANICA Park School

What was the situation when the client came to us?
In all likelihood, today is not the first of June, but a child's holiday can be any day when he feels significant and valued while curiously exploring the world. That is why we accepted a cause as our own.
The first private park school in Bulgaria - britanica park school opened its doors in September 2019. The new generation school combines innovative teaching methods with a complete atmosphere for family environment and comfort. We liked the freedom and unadulterated behavior that the creators of bps adhere to, developing the individual capabilities of each child.

READ MORE

Prestige Case Study carousel

Culinary competition with "Homeland"

A video campaign realized with the help of PRESTIGE 96 and their loyal audience
You know that the topic of sweets is a sensitive topic - for men and women, for young and old. In the Xplora office, however, the jam is respected and the truth is that we have no problem with it. Not only is our afternoon breakfast guaranteed, but the imagination of every hidden talent in cooking allows itself to run wild with the products of Prestige 96.

READ MORE

ZagorkaIPA Case Study carousel

ZAGORKA IPA – BULGARIAN BEER FOLLOWING A BRITISH RECIPE

In winter, the sweetest thing is to dream of a warm summer and a cooling beer in hand. Let's do it together while talking about Zagorka IPA - the Bulgarian beer according to a British recipe. With its pronounced citrus bitterness and aromas, it was created for people in Bulgaria looking for new and different beer flavors, while at the same time presenting them with a beer close to their favorite taste.

READ MORE

Batiste Case Study carousel

Campaign with Eva

If you follow the profiles of Batiste Bulgaria, you have surely noticed a mysterious lady who sweetly talks about her daily life and how many times she has been "saved" from dry shampoo. Yes, that's me - Eva. I love to share my beautiful days with you - and not that I lead a fabulous lifestyle, I just know how to see beauty in the smallest things.

READ MORE

VIESSMANN ОБРАЗОВА Case Study carousel

How Viessmann educated the whole segment about what heat pumps are and what their prices are

Some projects turn us into master confectioners, others teach us how to use "GG" in everyday communication. There are projects that help us easily find the "out of the box" space and those in which we work harder to enter the boundaries of the box. Working with Viessmann was a little bit of everything, but most of all, a big dream of all of us came true - to be magicians and to manage the seasons. And before you offer us to wave a stick and say "Action, summer", let's tell you a little more about the specifics of this particular "magic".

READ MORE

If you want to watch fresh videos and case studies from us, sign up for our YouTube channel 🙂