Kraš has stepped out of its comfort zone with the Domaćica campaign

Since the dawn of time and Facebook, no marketing campaign has stirred the domestic public as much as the story of Kraš’s Domaćica. While, on one hand, the team on social media is horrified and declares it one of the biggest failures of domestic advertising, on the other hand, swords are being sheathed, as they realized after Kraš’s statement that they had prematurely condemned the campaign.

To remind, Kraš responded to the public’s strong reactions by stating that they wanted to raise awareness of the fact that women, in addition to the jobs they perform, are mainly responsible for household chores. More precisely, 70 percent of women and 51 percent of men in their research stated that women perform the larger part of household tasks.

Their goal, as they stated, is to encourage all members of society to take their share of obligations and responsibilities at home so that the distribution of tasks in the household is equitable. Although there could be a debate about how the campaign was executed, Kraš and his marketing team deserve congratulations for this move. Besides the fact that social media is full of Domaćica, it is good that Kraš decided to address a current social issue.

Plus for courage

Recently, domestic advertisers have been vocal about brand purpose (brand purpose), as it is trending abroad, but few have the courage to truly engage with anything that does not necessarily relate to the product or service but is significant for the consumer.

Topics discussed on social media – from the invasion of Ukraine to gender equality or pandemic measures – often go under the radar for advertisers; they would not ‘interfere’, especially if no one asks them anything. Because, what if they get reprimanded by consumers? What if someone dislikes the ad? Kraš’s move did not appeal to many, but it did to many others.

Some will jokingly buy a box of Domaćica just because it says Domaćica and, I don’t know, lawyer, others will create a sarcastic meme, rant about cookie-splaining, become linguistic or woke culture experts, cancel cookies because – ‘why is it suddenly not enough to just be a housewife?!’. In that sense, thank you Kraš for deciding to step out of the comfort zone and bring a little life into the domestic advertising world. They have certainly achieved one goal, which is to attract attention to a brand whose name (is it a housewife, like, a job or a domestic cookie in the feminine gender?) no one has thought about until now.