Making the life of Bulgarian brighter. For 25 years already
In 2021, Queen’s celebrated its 25th anniversary on the Bulgarian market. The event coincided with another peak of the pandemic and restrictive measures imposed by the authorities. Following exhausting months of social isolation, insecurity, and reasonable fear for everyone’s health, V+O offered the communication platform “The brighter side of life”(in Bulgarian there is one word for fresh and bright). It complements Queen’s juices brand identity, while emphasizing the natural ingredients and the effect on consumers’ health, but also conveys the message that feeling fresh lies with the little things that please us.
The communication campaign started with a national representative survey “What brighten the lives of Bulgarians?”, which results were used as the backbone of our subsequent activities. The study was presented to the largest national media and influencers, and achieved extremely high earned media coverage. To ‘visit’ everyone’s home and give people a fresh outlook on life, we decided to celebrate digitally by creating the talk show “A little brighter, please.”