Slava

Zaječarsko beer believes that some things should never change, and one of them is the tradition of celebrating the Slava. Slava as an occasion is an opportunity to bring together different generations, young and old, families and friends. We wanted to show how over the years the tradition of celebrating the Slava transfers within the family from father to son by telling a story about real and timeless family values.

The campaign included TV commercial, billboards at 100 locations in Serbia, FB activation titled “Zaječarski host and hostess” and special label edition with the inscription “Happy Slava” on the packages of 0.5L and 2L.

We have changed the labels on these packages because we wanted to congratulate Slava to our customers and their guests in their homes.

Slava is the first cultural property from Serbia, which has recently been included in UNESCO’s list of intangible cultural heritage.