NEWFLAVOR

The campaign began by sparking curiosity and building anticipation. Influencers shared mysterious hints on their channels, while carefully designed PR packages created an intriguing entry point into the world of guessing. On the website magnezij.si, users were greeted by an interactive widget where they had to guess the hidden flavor based on a zoomed-in image of a fruit. This simple yet visually engaging mechanic resulted in high user engagement, further boosted by a prize draw to win a Garmin smartwatch. The campaign was supported by a Meta advertising strategy with precise targeting, effectively driving traffic to the website.

Following the guessing phase, the big reveal took place – blackcurrant and passion fruit took center stage. Influencers continued their storytelling by presenting the flavors and sharing personal impressions, while the brand reinforced the campaign’s core values – freshness, lightness, and energy – through product and lifestyle content. Meta ads encouraged users to try the new flavor, and the campaign expanded into the physical space. Billboards with the message “New Magnesium Flavor in [city name]” were displayed in five cities across Slovenia, while radio ads ensured an audible presence both locally and nationally.

The campaign introducing the new Magnesium Diasporal flavors received an outstanding response. During the teaser phase, 1,900 users participated in the interactive challenge and prize draw, confirming a high level of interest and engagement. Key to the campaign’s success were the influencers, whose mysterious hints triggered a wave of guessing, and Meta ads, which effectively directed traffic to the website.