Problem

Who does not know Radler? Probably all do, since it has become a generic for a low alcohol mixture of light beer and lemonade. After 10 years, Union Radler is getting a new image and a choice of an even more refreshing taste of grapefruit.
Union Radler wishes to become and remain an urban beverage that will quench thirst of men and women and will be primarily consumed by recreation enthusiasts. Their number in Slovenia keeps growing. You know, if you are driving to the seaside or for a weekend in the mountains and in front of you, there is a car with a bicycle on it's roof, it is surely a Slovenian.

Solution

After 10 years, Union Radler is getting a new and fresh communication support that is sporty, dynamic and fun. Campaign with the caption "Refreshment at the end. Union Radler." places the beverage in the context of recreation sports and pleasure in the end - at overcoming yourself as well as the deserved prize at the end - refreshment in a glass. We revived the well-known iconography of sports disciplines and made it fun. Firstly, we exposed a cyclist, but we also used other sports and signs - climber and we left the story open enough for an upgrade in the future. This year, the campaign will be supported with a TV ad where we used a stop-motion animation technique, printed ad, ordinary and advanced web banner and sales point equipment.