We took on the challenge of making Moja Kravica milk the go-to drink for teenagers in Serbia. The goal? To shake off the old-school image and give it a fresh, modern vibe that actually speaks to teens. We wanted to make milk feel less like something your parents make you drink and more like something you’d actually want to grab yourself.
The idea behind Moja Stravica was simple—make milk cool. We reworked the brand’s visual identity to feel bold, playful, and in sync with teen culture. Think eye-catching packaging, snappy slogans, and a fun, rebellious energy that fit right into their world. Social media played a huge role too, with interactive campaigns and influencer collabs designed to spark conversations and make Moja Kravica feel like a brand that gets them.
We saw that milk brands weren’t really speaking to teenagers in a way that felt authentic. It was all very basic and, honestly, easy to ignore. So, we flipped the script. Inspired by youth trends, streetwear aesthetics, and pop culture, we built a visual language and tone of voice that felt familiar yet fresh—something that would make teens stop scrolling and say, okay, this is actually cool.
"Moja Stravica" changed the game for Moja Kravica. The brand went from being just another milk on the shelf to something teens actually talked about. The campaign sparked engagement, boosted sales, and gave the brand a new energy that felt natural, not forced. By blending bold design with smart, culture-driven marketing, we proved that even a classic product like milk can be rebranded into something exciting and relevant.
Working with NavyYellow on the 'Moja Stravica' campaign was awesome. They really got what we were aiming for and brought some great ideas. They helped us give Moja Kravica a fresh look that spoke to teens in a way that felt real and natural.
Marko Ristic,Senior Brand Manager
Imlek
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