Communicating BIPA brands

Client

BIPA

Delivery

TVC “30 & “15, OOH, Leaflet spread, Leaflet top offer, Banner

Year

2024

Partners

MOGLO, Director: Renata Lučić, Director of Photography: Lazar Bogdanović, Set Design: Dajana Jurman Osip, Bojan Drezgić, Sound Design: Jan Kinčl, Costume Design: Mirna Mihoković, Makeup: Tamara Radinger,

Challenge

The market is increasingly embracing private labels, and key competitors—DM and Müller—have already solidified their position as top-of-mind destinations for high-quality products at affordable prices. BIPA has offered its own brands for years, but various business challenges have prevented full-scale advertising efforts. Now that these challenges have been resolved, our task was to create an awareness campaign that would bring BIPA closer to its competitors in consumers’ perception—as a go-to destination for private-label products with a wide selection and an outstanding price-quality ratio.

Solution

How do we present brands that offer highly rational benefits through an emotional lens? Can we craft a message that is warm, gentle, yet clear and functional at the same time? While focusing on clarity and functionality, we remained mindful of the emotional connection with our target audience. This clever balance is often reflected in our headlines, which—whether they motivate, celebrate, or inspire—always carry a playful message hidden between the words.
One of the techniques we used is double meaning, which we seamlessly embedded into the core messaging of BIPA’s private labels:
“Surround yourself with those you can count on.”

Dio oglašivačke kampanje je TVC koji prati večer u obitelji u kojoj se proživljavaju različiti trenuci. Svaki od trenutaka vezan je za neki od segmenata ponude BIPA marki. Kroz video nas vode članovi obitelji, dok se između trenutaka odvijaju razni dinamični i zanimljivi prijelazi kamere.TVC šalje poruku o širini ponude za cijelu obitelj. U njemu smo htjeli prenijeti poruku i osjećaj da BIPA marke život čine malo lakšim. Zato smo osmislili scenarij koji je dinamičan, lepršav i optimističan te postigli prozračan spot koji zrači toplinom.