In 1994 Lisca Company had an array of products of extremely high quality, but with too many different brands that didn’t enable efficient and successful managing.
In the first step we have organized architecture of brands and have created new corporate design. With improved plan of communications we built a distinctive identity of »Lisca woman«, that went significantly away from a common role of women in advertising. Lisca woman is not just an ornament or a “coat-hanger”, but rather a symbol of feminine self confidence. With market communication campaigns we were demolishing common stereotype of woman.
Lisca has become a renowned and successful brand in all markets of former Yugoslavia. Their billboards were regularly the ones with the highest awareness, even by spontaneous awareness. With each campaign we achieved the best results among advertisers from textile and clothing industry. During a 6-year period of time (from 1993 to 1999) share of products sold under Lisca’s own brand has grown from 41% to 65%. Besides numerous professional awards at different festivals, we particularly appreciate spontaneous praise by women themselves, who often reacted to advertising campaigns.
