Prigat - Everyday Athletes


Campaign: Everyday Athletes
Brand: Prigat
Client: Prigat România
Submitted by: Leo Burnett România
Second Agency: MSL The Practice
Media Agency: OMD


Background/objectives: Prigat was facing a very difficult situation: it had no product differentiation within the core sub-segment and lower media budgets compared to the competitors. Moreover, it had a per liter disadvantage selling 1.75L for the same price as the competitors sold 2L.

It was in this context that we pitched with a communication strategy that would offset all these challenges and increase preference and sales for Prigat core sub-segment.

Strategy: We would create a brand story that would position Prigat as the energy provider throughout the day, thus also generating a variety of new consumption occasions.

Results: All sales and brand results exceeded objectives.


Activation - Everyday Athletes Album

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Prigat - OOH 1

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