REKLAMNA AKADEMIA 2025 / Campaign Snapshot
Reload
Launch Campaign for an Electrolyte Product
A communication concept positioning Reload as a simple and enjoyable hydration ritual after intense experiences - from nightlife and festivals to travel, physical activity and hot summer days.
When the pace is high, recovery should feel simple.
The campaign was built around young adults aged 18-35 who live actively, seek memorable experiences and do not want fatigue or dehydration to interrupt their momentum.
audience
Men and women aged 18-35 living in major cities and leading dynamic, social lifestyles.
They enjoy nightlife, events, festivals, travel and physical activity. They look for convenient solutions that fit naturally into their routine and help them feel ready for whatever comes next.
problem
“I don’t want to slow down or pay the price for the moments I enjoy.”
insight
Big experiences demand serious hydration if you want to stay at your best.
The functional need is hydration, but the emotional motivation is continuity: the audience wants to recover without feeling that the experience has taken them out of their rhythm.
challenge
How could Reload become the natural “restart button” after an intense experience - simple, memorable and relevant to the language of a younger audience?
The task was to move the product beyond a technical explanation of electrolytes and give it a clear role within the audience’s lifestyle.
creative idea
RELOAD: Life Is Calling!
The campaign turns post-experience hydration into an easy and enjoyable restart ritual.
Reload is positioned as the moment that helps active young people reset, rehydrate and return to their rhythm - communicated through a youthful, friendly and playful tone rather than complex product language.
My Role
Communication Strategy & Campaign Development
This project was developed as part of Team 18 for Reklamna Akademia 2025. As a team, we worked across audience analysis, communication strategy, brand identity, creative concept development and launch planning.
I contributed to shaping the communication direction - from the consumer problem and insight to the central message, channel roles and campaign ideas across digital, BTL sampling and OOH.
My focus was positioning Reload not simply as a functional electrolyte product, but as an easy and memorable hydration ritual after intense experiences. I worked to ensure that the idea remained clear, relevant and entertaining for the target audience while communicating a recognisable product role.
