Varaždin’s Famous Vindija First in Europe to Market New Packaging

Lauren Simmonds

As Poslovni Dnevnik/Marta Duic writes on the 8th of September, 2019, the famous Vindija from Varaždin is celebrating sixty years of doing business this year, and on the occasion of this grand jubilee, it has launched some brand new Vindi juices. Dubravka Drk Mravlinčić, Vindija’s marketing director, points out that product branding is the key to quality communication with the market, an important factor in customer trust and loyalty, and the basis of successful business.

”We believe that we have proven ourselves in this segment on more than one occasion as ”Vindija Quality” has become and continues to be important in every brand, including Vindi juices that are recognised by generations of consumers in Croatia and across the region.

As we’re celebrating a great sixty years of business this year, during which we’ve grown from a small town dairy company into one of the regional leaders in the food industry, we wanted to show the market once again that we are totally different from the rest and have made a big step forward in the category of Vindi juices – from rebranding, functionality and types of packaging to the marketing campaign,” explains Drk Mravlinčić.

In designing the new packaging design, she says, she thought that the packaging of the product was more than just a physical characteristic, that the quality of the design reflected the values ​​of the company behind it and represented a space of communication with existing and new customers. The fact is that a good product in recognisable and quality packaging will always satisfy the customers, which is why they came up with the idea of ​​implementing the latest generation of innovative packaging.

”The whole process required significant investment in the manufacturing facility, resulting in Vindija becoming the first company in the whole of Europe and the fourth in the world to market an innovative one-litre Ultra Edge package with an integrated latest generation of lids that, apart from the visually appealing designs, allow it to be opened in just one move,” boasted Drk Mravlinčić.

It is a unique piece innovation on the Croatian market that brings the range of Vindija juices to a new level of quality. According to Vindija’s marketing director, the new form of packaging provides better visibility and differentiation at points of sale, and it is a modern design that is in line with the latest graphic trends in the world. They have also added the latest generation of lids to the new packaging, allowing them to be opened up in just one step, while its wider outer diameter makes it much easier to refill.

In addition, it is well-known that, across the whole of the Vindija Group, they operate according to the recognised principles of the Global Compact program, which emphasises the importance of protecting the environment. For this reason, Drk Mravlinčić points out, they are additionally proud, since more than 68 percent of Vindija’s packaging currently comes from renewable sources, further reducing their carbon footprint in nature. According to Nielsen data for June and July, Vindija’s juices are the leading brand in the Total juice category, with the largest sales volume here at home on the Croatian market.

”The biggest challenge of implementing all the innovations within the juice range was to complete the transition as soon as possible and inform our consumers so that they know in a timely manner that their favorite juices on store shelves are waiting for them in new packages, with a new look. For this reason, we’ve intensified our communication through all available channels, from the point-of-sale, strong online promotion, to a print and television media campaign to further increase our reach,” says Drk Mravlinčić.

As for Vindija’s latest promotional video, she notes that they have set new standards for video content production on the Croatian market as well as on other, regional markets, thus raising the bar and creating new challenges in the juice category.

“Our goal was to awaken emotions and energy, to stimulate sensuality and to create a sense of refreshment that occurs after consuming our juices and to connect it with the refreshed visual identity of the range. A major step forward were the neon elements such as neon makeup and body paints that harmoniously complemented modern music, which in general required a dose of courage – we wanted to show that we’re a modern, open-minded company that is evolving in line with changes and market demands and which is regularly focused on innovation throughout the production process,” pointed out Drk Mravlinčić.

The result is a video clip that differentiates them and sets them apart from the competition, and the reactions are far beyond Vindija’s initial expectations.

“Every day, we get consumers with positive reactions, which is ultimately confirmed by our sales results after the launch of the campaign. At the Vindija Group, we’ve always focused on innovating and modernising our production processes in order to offer the best of quality to the market, which has remained a key segment of our market communication throughout all these years,” concluded Vindija’s marketing director.

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