Work

Čarli
Real friendships do exist

Čarli, a favourite detergent of Croatian households, loves clean dishes, but not animal testing! It was a time to spread a message across, against this unacceptable practice and do something relevant about it.

Client
Meteor Grupa – Labud d.o.o.

Segment
Creative / Experience / Media

Creative Lead / Copywriter
Saša Filipović

Art Direction
Matko Jovičin

Design
Nikolina Šerbetić Keserić,
Leila Kasumović,
Predrag Raičević

Client Services Director
Davorka Štrumberger

Summary

Čarli, a favourite detergent of Croatian households, loves clean dishes, but not animal testing! It was a time to spread a message across, against this unacceptable practice and do something relevant about it.

Challenge

Although more than 60% of Croatian households have a pet, there are more than 10,000 abandoned animals in Croatia. Čarli decided to do something about it!

Solution

For more than 40 years, Čarli has been a favourite Croatian dishwashing detergent. Like all other products of the parent company Labud, it is not tested on animals. This strong message was poured into a limited edition of Čarli “My Best Friend”, donating HRK 0.50 with each purchase to the organization for animal protection “Prijatelji životinja”.

Čarli – my best friend
Čarli – Case stud
Čarli – Case stud
Čarli – Case stud
Čarli – Case stud
Čarli – Case stud

A strong campaign took place in both online and offline channels. The main role was played by real animals – residents of 12 animal shelters from 7 Croatian cities whose stories activated the audience. For 7 months the campaign provided educational and inspiring content to increase awareness and adoptions.

Results

More than 87,000 of Čarli “My best friend” products were sold. The market share increased by 2 percentage points and sales by 10%.

Over a million people were engaged through digital channels, and in the 7 months of the campaign, more than 1,400 animals from shelters were adopted! Wow!

Realized in cooperation with Inspiracija digital and 24sata, the campaign won the MIXX Award, topping the Best Branded Content category.