VIDEO: New look and campaign for iconic Croatian treat unveiled

(Photo: Press)

On Tuesday in Zagreb, the redesign of the iconic Croatian nougat praline Bajadera was presented at the Kraš choco&café, accompanied by a new creative campaign. 

The ‘irresistibly good’ Bajadera gathered business partners and agencies involved in the project at this event.

“Bajadera is a brand that symbolises Kraš itself. Keeping in mind its recognisability and reputation among consumers, we approached the redesign and campaign with special attention. While maintaining the quality of its taste, we are bringing Bajadera closer to new generations, hoping that they too will discover how irresistibly good it is. The campaign’s message truly reflects what Bajadera is – a pleasure that should not be postponed,” said Nikša Farac, Kraš’s marketing director.

Nikša Farac (Photo: Press)

The redesign and campaign were created in anticipation of Bajadera’s 70th anniversary, which will be celebrated next year. The bold changes in the packaging design, in line with contemporary aesthetic norms, are credited to the agency Bruketa&Žinić&Grey.

(Photo: Press)

“It was an honour for us to work on the redesign of Bajadera’s packaging for the second time. We approached the task with the respect that a brand with such tradition and significance deserves. The redesign is subtle to maintain the product’s recognisability. It retains familiar elements, while refining some of them for a more accessible and modern impression. 

The distinctive airy lines, reminiscent of the lines within the chocolates themselves, are now simplified into more contemporary diagonals. These diagonals evoke decorative wrapping papers, as well as ribbons that give this queen of pralines, and anyone who tastes it, a sort of royal treatment,” explained Nikola Žinić, the creative director of the agency Bruketa&Žinić&Grey.

(Photo: Press)

The creative concept of the campaign is credited to Saatchi & Saatchi, while its execution is entrusted to the agency Šanavala Concept Store.

“Bajadera is undoubtedly an iconic Croatian brand, deserving of an iconic communication. With this campaign and film, we wanted to convey the feeling of everything that Bajadera represents. It has long ceased to be just a product; Bajadera is a feeling. A feeling that doesn’t make sense to postpone,” emphasized Ivan Tanić from Šanavala Concept Store. A television spot produced by Val production was created for the new campaign.

(Photo: Press)

Spectacular from the very beginning, Bajadera appeared as a separate product in 1954 and has since remained one of Kraš’s most enduring brands, preserving the original recipe and continuous quality over the years.

Check out the video below.