{"id":6348,"date":"2023-04-26T14:32:00","date_gmt":"2023-04-26T12:32:00","guid":{"rendered":"https:\/\/sonda.hr\/?p=6348"},"modified":"2023-04-26T17:35:21","modified_gmt":"2023-04-26T15:35:21","slug":"dorina-s-cvarcima-jer-ste-vi-to-trazili","status":"publish","type":"post","link":"https:\/\/sonda.hr\/hr\/dorina-s-cvarcima-jer-ste-vi-to-trazili\/","title":{"rendered":"Dorina s \u010dvarcima &#8211; jer ste vi to tra\u017eili!"},"content":{"rendered":"<p style=\"font-weight: 400;\">&#8220;\u010cokolada s kobasicama? Keksi s iznutricama? Samljet \u0107e Kra\u0161 kao mljeveno meso&#8230;&#8221; Ovakvi su se komentari pojavili nakon \u0161to je objavljeno da je obo\u017eavani hrvatski brend Kra\u0161, poznat po tome \u0161to je prvi proizvo\u0111a\u010d \u010dokolade u jugoisto\u010dnoj Europi, preuzela tvrtka koja se bavi mesom: Mesna industrija bra\u0107e Pivac.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Dorina \u010cvarak Chocolate With Pork \u2013 You Asked For It!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/RdO7UpWgEZg?start=5&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Kra\u0161 se nije odlu\u010dio na klasi\u010dnu kriznu komunikaciju niti na pla\u0107ene oglase. Umjesto toga, htjeli su poduzeti akcije koje \u0107e dokazati da slu\u0161aju i reagiraju, napraviti ne\u0161to \u0161to \u0107e hrvatska javnost razumjeti. Budu\u0107i da Kra\u0161 ima popularni brend \u010dokolade Dorina, a koji se reklamira kroz \u0161iroku ponudu jedinstvenih okusa, za me\u0111unarodni dan \u0161ala (1.04), na dru\u0161tvenim mre\u017eama pro\u0161irili su vijest da \u0107e proizvoditi Dorinu \u010cvarak (s popularnim ostacima od kuhanja svinjske masti). O\u010dekivano, javnost je bila zaintrigirana!<\/p>\n<p style=\"font-weight: 400;\">Nakon objave, sve se odigralo unutar mjesec dana! Zbog brojnih pozitivnih komentara, unato\u010d tehnolo\u0161kim izazovima (spajanje dviju vrsta masti: svinjska mast + kakao maslac), Kra\u0161 je proizveo ograni\u010denu seriju od 600 komada u samo 20 dana! Svi koji su po\u017eeljeli da \u0161ala postane istina, dobili su gratis \u010dvarak \u010dokoladu, \u010dime je Kra\u0161 postigao dodatni pozitivan anga\u017eman. Osim u produkciju, dodatna sredstva nisu ulagana u ogla\u0161avanje.<\/p>\n<p style=\"font-weight: 400;\">Rezultati govore sami za sebe. Najava proizvodnje \u010dokolade \u010cvarak bila je najvi\u0161e podijeljena objava u povijesti Kra\u0161a! 600 komada rasprodano je u 45 minuta, a na listu \u010dekanja prijavljeno je 350 ljudi. Dorina \u010cvarak bila je po svim medijima, \u010dak je i \u00a0portal Index.hr samoinicijativno kupio \u010dokoladu i raspisao natje\u010daj, uz ogromnu koli\u010dinu reakcija, dijeljenja i komentara, 103 puta vi\u0161e od njihovog prosjeka. Ukupni organski doseg bio je 506 892. Na kraju, aktivnost je pridonijela tome da Dorina prvi put nakon 7 godina preuzme vode\u0107u poziciju, ostvari vrijednosni (+16%) i koli\u010dinski (+10%) rast, podi\u017eu\u0107i \u010dak i popularnost u brend piramidi.<\/p>\n<p style=\"font-weight: 400;\">CREDITS<\/p>\n<p style=\"font-weight: 400;\">Nevena Pivac \/\u00a0 Sukreatorica idejnog rje\u0161enja\u00a0 \/ Kra\u0161 d.d.<br \/>\nMarina Kne\u017eevi\u0107 \/ Sukreatorica idejnog rje\u0161enja\u00a0 \/ Kra\u0161 d.d.<br \/>\nNik\u0161a Farac \/ Sukreator idejnog rje\u0161enja\u00a0 \/ Kra\u0161 d.d.<br \/>\nIvana \u010cuvalo \/ Sukreatorica idejnog rje\u0161enja \/ Kra\u0161 d.d.<br \/>\nPaulina Juri\u0107 \/ Asistent brend menad\u017eera \/ Kra\u0161 d.d.<\/p>\n<p style=\"font-weight: 400;\">Jelena Fi\u0161ku\u0161 &amp; Sean Poropat \/ Kreativna direkcija, dizajn, copy \/ Studio Sonda d.o.o.<br \/>\nAleksandar \u017divanov \/ Dizajn \/ Studio Sonda d.o.o.<br \/>\nMartina Uki\u0107 \/ Dizajn \/ Studio Sonda d.o.o.<br \/>\nMladen Gvozden \/ Account Director \/ Studio Sonda d.o.o.<br \/>\nViktor Slavi\u0107 \/ Copy \/ Studio Sonda d.o.o.<\/p>\n<p style=\"font-weight: 400;\">PARTNERI:<\/p>\n<p style=\"font-weight: 400;\">Real grupa d.o.o.<br \/>\nVal grupa komunikacije d.o.o.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sjajna reakcija Kra\u0161a, poznatog hrvatskog proizvo\u0111a\u010da slatki\u0161a, na skepsu javnosti nakon \u0161to ga je preuzela tvrtka iz mesne industrije. Potez koji je vjerne korisnike pretvorio u brend ambasadore jer je proizvedeno upravo ono \u0161to su tra\u017eili: \u010dokolada s \u010dvarcima!<\/p>\n","protected":false},"author":3,"featured_media":6357,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69,180,1,63,192],"tags":[3420,3508,3422,3592,3424],"class_list":["post-6348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ambalaza","category-brendovi","category-novosti","category-oglasavanje","category-video","tag-cokolada","tag-cvarak-hr","tag-dorina-hr","tag-kras-hr-2","tag-kras-hr"],"acf":{"gallery":[6356,6354,6353,6355],"migrate_to_new_website":true,"content_type":"work"},"wpml_current_locale":"hr","wpml_translations":{"en_US":{"locale":"en_US","id":6345,"slug":"chocolate-with-pork-you-asked-for-it","post_title":"Chocolate With Pork \u2013 You Asked For It!","href":"https:\/\/sonda.hr\/chocolate-with-pork-you-asked-for-it\/"}},"featured_image_url":"https:\/\/sonda.hr\/wp-content\/uploads\/2023\/04\/Cvarak_Kras_Sonda_H.jpg","_links":{"self":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/6348","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/comments?post=6348"}],"version-history":[{"count":6,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/6348\/revisions"}],"predecessor-version":[{"id":6364,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/6348\/revisions\/6364"}],"acf:attachment":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/6355"},{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/6353"},{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/6354"},{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/6356"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/6357"}],"wp:attachment":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media?parent=6348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/categories?post=6348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/tags?post=6348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}