Kombucha Spraga

We were approached by the well-known kombucha brand “Eat Easy” (after rebranding it became “Spraga”). The main task was to attract a new audience to kombucha consumption and encourage them to try it for the first time.

Here's what we did:

Creative idea and slogan

Videos

Key-visual

About the project

“Spraga is a brand of kombucha, a low-carbonated fermented drink based on tea, fruit, flower, and berry extracts for connoisseurs of natural soft drinks. It has a modern production facility with high-quality standards and is the leader in kombucha sales in Ukraine.

Creative idea and slogan

The survey showed many people have not tried modern kombucha because of sad memories of ugly grandma’s ‘tea mushroom’ – kombucha in a jar.

To change the situation, the main idea and message of the campaign were developed – “What if, it’s for YOU?”.

To attract the consumer’s attention and convey the message more effectively, we created “hangers” and printed advertising leaflets that stick to the neck of the bottle.

When you see a bottle with the inscription “What if it’s for YOU?”, a sense of ownership is triggered on a subconscious level – you immediately want to pick it up and try the drink.

Company attributes

Creative attributes of the Spraga advertising campaign:

Collaborations with bloggers: food bloggers, fitness trainers, stylists, lifestyle bloggers.
We developed a party case – packaging with 4 different flavors.
We launched a highlights page on Instagram with locations where you can buy kombucha.
We offered to create a limited edition flavor. For example, the “taste of victory”, which will come in handy very soon:)

Videos

The idea was embodied in two commercials starring theater and film actor Andrey Lidagovsky, known for his role in the movie “My Quiet Thoughts”. He successfully embodied the image of a guy who is unable to taste kombucha because he is always being outrun by the most unpredictable characters.