“Totalno kül” was launched with the aim of reinvigorating sales of the Fruc line of fruit drinks.
The campaign was adapted to the image of Fruc among consumers. Using a broad range of marketing and communication activities, Pristop surpassed all business and communication goals and was extremely well accepted among the target audience. Indeed, Facebook users created the Fül süper kül group on their own. The group has over 10,000 members today, with some of the most die-hard fans of the campaign even introducing ü into their own names on social networks. The campaign and the TV advertisement were honoured in 2011 with the Golden Award at the Slovenian Advertising Festival. Moreover, the campaign also received the 2011 Effie for communication efficiency conferred by the Slovenian Advertising Chamber.