TUBE OR NOT 2BE

Creative idea

In 2018., Knjaz Miloš aimed to launch a new still drink brand, that would stand out as cool and teen relevant. As our challenge was to connect with the first truly digital native generation, we had to create a unique concept. Our answer was Tube – a striking shape, strongly implying connections, a currency of this generation. With bold colours and dynamic forms, it expresses the teenage need for novelty and richness of stimulations. As a result, this package became instantly recognizable and shortly positioned itself as one of the most popular still drink brands in Serbia.

Brand name: TUBE
Advertiser / client: Knjaz Miloš
Product / service: Still drink
Campaign name: TUBE-up yourself!
Agency network: TBWA WORLDWIDE
Agency: Luna TBWA Belgrade
Creative director: Radovan Kupres
Art director: Danilo Trbojević
Copywriter: Radovan Kupres
Account director (agency): Ljubica Marinović
Client account director: Danijela Vujošević
Strategic planner / strategist: Maša Marinković