16. 5. 2016
The new strategy is based on the fact that
Union has been at the heart of Ljubljana for 150 years. Accordingly, it desires
to address young people between 25 and 35, who wish to experience life here and
now. While Union has been proud of its dedicated and passionate attitude, the
new story is full of boldness and openness, which are the central values of the
The platform “Hello, life” came into being
with its witty reinterpretation of two famous male mythological and literary
heroes, King Matjaž and the Water Man. Revived in the present time, they toast
their new lives with interesting twists in the heart of Pivovarna Union – in
its famous pub.
“With our new story 'Hello, life' we wished
to open a new chapter of this strong Slovenian trademark and place Union on the
field of bold appearance that will be
interesting, different, and very urban for users,” said Rumen Kolev, Board
Member for Marketing, commenting on the new platform.
Aljoša Bagola, Executive Creative Director
of Pristop and author of the campaign, accompanied its creation with the
following words: “When I was scribbling
on the paper, thinking about a perfect slogan for the new
era of the Union trademark, I wrote down in one moment 'Hello, life!'”.
Immediately after that followed the idea about King Matjaž, who wakes up from his
final destiny and, instead of new mythological obligations, he just drinks a
beer with his new friends. Similar is the Water Man, who decides to propose a
toast with beer to Urška instead of a fatal dance. This is a relaxed message to
everybody, who suffer under duties and urgent tasks, not to forget to spend
time with friends and toast life.”
The most prominent feature of the media
channels will be TV advertisements with a special TV experiment, sophisticated
solutions on city lights, and on digital channels that will be characterised by
inclusion of users into new interesting adventures.