2 new Granini flavors, promoted in a new integrated communication campaign

Cristina Blanaru Business, Creativity, Marketing, Media, PR

Granini launched a new integrated communication campaign to announce 2 new flavors – apple and lemon & mint. The campaign will last 6 weeks, during August and September.

The launch of the new “still drinks” Granini flavors comes as an answer to higher and higher interest for Romanian consumers related to choosing still fruit drinks in an as large as possible flavor range. Apple and lemon are fruits that rank on top places in Romanians preferences, so we made for them a fresh, delicious and refreshing drink for torrid days. The communication campaign is focused on the emotional relation between fruits and Granini juice, offering a powerful insight to consumers and inviting them to taste the 2 flavors

Elena Maracine

Category Manager Soft Drinks

Communicated on “Fruits love Granini” platform, the new promotional materials present to the consumers the qualities of the products and the unique experience they offer. The campaign takes place in August-September, uses an integrated mix including TV, Online, Radio and OOH, and has a media budget of RON 11M (rate card). Campaign’s target are people aged 19-44 y.o., living in urban areas, with income and education above the average.

The ATL campaign – made by Publicis Bucharest – includes TV, radio and OOH, combined with in-store and online communication.


Campaign’s TV ads, made by Publicis,  present the new flavors and the mystery of the iconic pattern on Granini bottles. The TV ads shows how the relationship between fruits and bottle went to the next level, with fruits switching from drinking their favorite juice to trying to impress and conquer the Granini.

The iconic marks on Granini bottle were always a mystery for the public. With the launch of the new aromas, we decided to unveil the secret. Each of them represents one of the reasons for which fruits love Granini and their purpose is to remind our consumer the benefits of an incredibly delicious and refreshing juice.

Catalin Albu

Client Service Director, Publicis

According to Publicis representatives,  campaign’s story includes 2 characters – the fruits and the bottle – and starts on TV and continues on Granini Romania’s Facebook page.

Campaign’s TV ads run on main Romanian TV stations Pro TV and Antena 1 and on niche TV’s. Also, the campaign includes special projects that will run online and OOH.

Besides the ATL part, the campaign includes also a strong PR component that include activities for direct communication with press and consumers. The communication platform will include media relations and a mix of non-conventional activities targeting online and offline, aiming to activate consumers under an unique concept to promote the new Granini flavors.

To make this campaign, URBB’s team – including Doron Zilberstein – Vice-President Marketing and Elena Maracine – Category Manager Soft Drinks – worked with 4 agencies:

Publicis (advertising): Razvan Căpănescu – Creative Director, Dragos Ometita – Group Creative Director, Alex Deaconu – Art Director, Andi Daniluc – Copywriter, Camelia Efrimov – AV Producer, Catalin Albu – Client Service Director, Luiza Vrinceanu – Account Manager, Amalia Cristea – Account Executive and Elis Iaia – Digital Planner;

MEC (media): Raluca Mihai – Media Manager, Anca Zaiu -Interaction Planner and Alexandru Buculei – OOH Analytics Coordinator;

Best Before (design Key Visual): Ileana Costache – Senior Designer, Elena Dragomirescu – Senior designer, Ciprian Tintareanu – Photographer and Liliana Marinescu – Image processing;

GolinHarris (PR): Alina Popa – Senior Manager Consumer Division, Anca Scarlat – Media  Manager, Ana Trif – Associate Community Manager Consumer Division.