Who says what’s normal anyway? And who says that normal is good or even better for that matter? Since June 2022, the somewhat different kind of Cola brand is making a fresh start with a new product design and confident campaign. ‘Not Normal, But Original’ – based on the new campaign claim, photographer and director Magnus Winter realized several campaign motifs and a cinema ad in cooperation with the agency Werk3.
VITA COLA, the largest cola brand originally from Germany, confidently underscores its unique individuality with this campaign. ‘Not Normal, But Original’ expresses the heart of the brand in a nutshell, according to brand spokesman Paul K. Korn : “Our original product, the VITA COLA Original with a splash of lemon, has always been different than conventional colas, indeed a true original. Which is why the brand authentically stands for being uncompromisingly unique, open-minded, and positive. We are just as proud of being different as our customers. Rightly so : We have stood our ground among colas and soft drinks as the No. 1 in Thuringia and No. 2 in Eastern Germany.”
Based on the new claim and enhanced brand image, VITA COLA’s lead agency Werk3 from Rostock has developed a 360-degree campaign for all communication channels. All visuals, audio, video and social media activities are consistently focused on the attitude towards life of young people.
