Every Love is Love

With this campaign we tried to help build a more tolerant and open world in xenophobic and homophobic Slovakia. We were not afraid to open the topic of prejudice against the LGBT community or relationships with people of different skin color, because love is an emotion we all experience equally. We therefore linked the campaign with the most famous hymn about love. We aired the spot on television for the first time, bringing the topic of open love to an even wider audience.

Particularly powerful was the confrontation of the older generation with a hypothetical situation that could occur in their own family. We wanted to effectively build on previous campaigns and strengthen attributes like brand awareness, top-of-mind, and the drink suitable for parties. Through the personal story of singer Jakub Pružinský and influencer activity we showed that this can really affect everyone.

On social media we achieved 80% reach of the target group (young people aged 18–35) at a frequency higher than 6.9, representing approximately 1.1 million people. Through influencer channels such as Dominika Mirgová, Strapo and Frlajs we generated a reach of almost half a million.