This is a client who needs no introduction. Not because we are too lazy to write, but because it is had a very recognisable advert that everyone still remembers.
For those who don't remember, it's "Joro is innocent." But of course all good things come to an end. Logically, a 10-year-old advertisement wouldn't resonate with a younger audience and the brand encounters major brand awareness problems amongst women aged 16-25. Our task was to introduce the brand to this target audience in a funny and quirky way.
This is of course not an easy task for a number of reasons. Firstly, the main communication goal of the brand is to remain neutral when it comes to pregnancy test results, which limits communication.
Also, when we communicate to a younger audience, we must not forget that the mass buyer of these products is exactly 25+, who must also relate with the communication - not directly, but we must not repel the core target. That's why we applied the tactics in which we are the best.