How the 'Clooney' in a Flannel Shirt Taught Slovaks to Drink Eiskaffee
Alimpex
How to Successfully Launch Iced Coffee on the Slovak Market?
Sales increased compared to the average of the last 5 years.
respondents state that they have seen the commercial or the key visual/billboard
Challenge
How to successfully introduce iced coffee to the Slovak market?
Our long-term client, ALIMPEX FOOD, decided to take a step that is a challenge for any brand – to introduce an established product to a new market. Iced coffee Eiskaffee has been popular in the Czech Republic for many years, but at the beginning of last year, it was still virtually unknown in Slovakia.
Our campaign idea was based on a simple insight: who sells coffee best in the world? George Clooney, of course. We were drawn to the idea of using a charismatic gentleman type and adapting him for the Slovak audience with humor and exaggeration. That’s how the concept of “Brad Clooney” was born – the amusingly masculine Slovak brother of the famous George, who loves hard work in the forest and Eiskaffee. With this idea, we aimed to bring Eiskaffee into the hearts – and fridges – of Slovak coffee lovers.
The business goals were to become the leading brand in the iced coffee segment and, at the same time, raise brand awareness in Slovakia and boost sales in retail stores and at gas stations.
How to
The Power of YouTube and Influencers
A dynamic video ad was created, starring Slovak celebrity Boris Valábik. Valábik fit the role perfectly. It was clear the creative mission had been accomplished – but now the high-quality material needed to reach the audience. (Can we embed the video here?)
To achieve Eiskaffee’s goals, a multi-channel strategy was chosen, combining both online and offline formats. The core of the campaign ran on YouTube, using 15-second non-skippable ads, 6-second bumpers, and in-feed videos.
RTB banners and video ads were placed on platforms like pluska.sk, zoznam.sk, and aktuality.sk, where the combined reach exceeded 1.3 million impressions. On Facebook and Instagram, 6-second and 20-second spots were launched along with banner ads, reaching 1.5 million users and generating 4.39 million views.
The main video was further amplified through collaborations with popular Slovak influencers Bekim and the duo Sam and Oliver, who were tasked with creating parody videos – and they delivered brilliantly. (Can we embed those videos here? That would be awesome.)
Their organic results complemented the paid campaign, while key visuals and billboards ensured visibility in public spaces. The overall success of the campaign was measured through a survey of 500 respondents aged 16–40.
Impact
The campaign delivered significant results and exceeded the set goals.
The total cumulative reach climbed to 2.1 million people, representing 127% of the target group MF 18–24. Influencers alone contributed to 23% of the organic reach.
Nearly half of the respondents (47%) stated that the campaign motivated them to make a purchase, and Eiskaffee rose to become the most preferred iced coffee brand in Slovakia.
The campaign itself was well-received by the public. A full 42% of respondents found it attractive and 53% found it entertaining. It also provided valuable insights for future promotion: price and taste were identified as key purchase motivators, while brand awareness reached 88%. The highest awareness was recorded among women (92%) and younger audiences (91%).
30% of respondents noticed the commercial or key visual, and more than half of them (53%) said they found the ad entertaining. Aided brand awareness increased from 74.7% to 80.2%, and there was an even greater impact on purchase consideration, which rose from 55.8% to 67.1% among those exposed to the campaign. Ultimately, the campaign had a positive effect on sales, which increased by approximately 60% compared to the average of the past five years.
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