November 9, 2023 – If you’ve ever received a Croatian product as a little token of appreciation, chances are it was, or it contained the famous Croatian treat of Bajadera. The indulgent mix of almond and hazelnut nougat signed by the Croatian company Kraš has been the Croatian go-to box of chocolates for almost 70 years.
And just recently, Kraš presented a redesigned Bajadera at their Choco&Café, to accompany their new creative campaign. The “Irresistibly good Bajadera” brought together business partners and agencies working on the project at this event.
“Bajadera is a brand that symbolizes Kraš itself. Bearing in mind its recognition and reputation among consumers, we approached the redesign and campaign with special attention. By maintaining the quality of taste, we bring Bajadera closer to new generations, with the desire that they, too, immediately discover how good it is. The message of the campaign is all about what Bajadera truly is – a pleasure that should not wait”, said Nikša Farac, marketing director of Kraš.
The redesign and campaign come in anticipation of Bajadera’s 70th birthday, which will be celebrated next year. Bruketa&Žinić&Grey agency signs bold changes in packaging design that keep pace with contemporary aesthetic norms.
“It was an honor for us to redesign Bajadera’s packaging for the second time. We approached the task with the respect that a brand with such tradition and importance deserves. The redesign is subtle in order to keep the product recognizable. It retains familiar elements but refines some of them for a more accessible and modern impression. Thus, the specific aerial lines, which are reminiscent of the lines in the cross-section of the chocolate bars themselves, are now simplified into more modern diagonals. Those diagonals are associated with decorative wrapping paper, but also with the ribbons with which this queen of pralines, and everyone who tastes it, receives a kind of royal treatment”, explains Nikola Žinić, creative director of the Bruketa&Žinić&Grey agency.
The creative concept of the campaign is signed by Saatchi & Saatchi, while the agency Šanavala Concept Store is responsible for its implementation.
“Bajadera is certainly an iconic Croatian brand, so it also deserves iconic communication. With this campaign and video, we wanted to convey the feeling of everything that Bajadera is. It is no longer just a product, Bajadera is a feeling. A feeling that cannot be resisted”, emphasized Ivan Tanić from Šanavala Concept Store. Val Production made the TV ad for the new campaign.
Spectacular from the very beginning, Bajadera appeared as a product in 1954 and has since been one of Kraš’s most consistent brands. All these years, it has remained within the framework of the original recipe and continuous quality.
