{"id":3110,"date":"2006-03-06T17:36:00","date_gmt":"2006-03-06T17:36:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=3110"},"modified":"2026-04-02T08:07:19","modified_gmt":"2026-04-02T08:07:19","slug":"in-the-spotlight-11","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=3110","title":{"rendered":"IN THE SPOTLIGHT"},"content":{"rendered":"<p><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Ideea:<\/STRONG> Ca sa te inveselesti subit<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Client:<\/STRONG> Albalact<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Agentie:<\/STRONG> Next Cap<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Canale:<\/STRONG> TV, POS (locul de vanzare)<\/P><\/SPAN><?xml:namespace prefix = o ns = \"urn:schemas-microsoft-com:office:office\" \/><o:p><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><o:p>&nbsp;<\/o:p><\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Ca si in cazul reclamelor laptelui Fulga, Albalact pariaza pe linia relaxanta si jucausa in comunicarea marcii Zuzu, noul brand din portofoliul companiei (Zuzu este o gama de 23 de produse, lapte si iaurturi). \u0084Zuzu nu te face mai sanatos sau mai rezistent decat alte iaurturi, dar te amuza si iti creeaza o stare de buna dispozitie. Iar cand esti singur cu el, \u00abdai afara\u00bb copilul din tine\u0093, asa explica Codin Caradimu, copywriter al NextCap, ideea spotului de lansare. Obiectivele de comunicare sunt obtinerea notorietatii instant a marcii in categoria iaurturi si stimularea \u0084incercarii\u0093 clientilor, spune agentia. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Constructia marcii ii apartine &#8211; ca si in cazul marcii Fulga &#8211; companiei Brandient (strategie de branding si design). \u0084Zuzu, cu accent pe ultimul \u00abu\u00bb, este neconventional si memorabil de la prima intalnire. Ajuta pozitionarea produsului intr-un mod intim si lejer, in opozitie cu oferta dominanta de iaurturi care abordeaza consumatorul pe temeiuri mai degraba medicale\u0093, spune Brandient.<\/P><\/SPAN><\/o:p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ideea: Ca sa te inveselesti subit Client: Albalact Agentie: Next Cap Canale: TV, POS (locul de vanzare) &nbsp; Ca si in cazul reclamelor laptelui Fulga, Albalact pariaza pe linia relaxanta si jucausa in comunicarea marcii Zuzu, noul brand din portofoliul companiei (Zuzu este o gama de 23 de produse, lapte si iaurturi). \u0084Zuzu nu te [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[35],"class_list":["post-3110","post","type-post","status-publish","format-standard","hentry","category-media-marketing","tag-in-the-spotlight"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3110"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3110\/revisions"}],"predecessor-version":[{"id":24556,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/3110\/revisions\/24556"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}