{"id":4359,"date":"2018-01-31T13:09:07","date_gmt":"2018-01-31T11:09:07","guid":{"rendered":"https:\/\/havas.cz\/?p=4359"},"modified":"2020-11-06T18:49:52","modified_gmt":"2020-11-06T16:49:52","slug":"a-breath-of-fresh-air-for-lucina","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/","title":{"rendered":"A breath of fresh air for Lu\u010dina"},"content":{"rendered":"<p><span lang=\"EN-US\">The generation of women born after the revolution did not grow up to have as loyal of a&nbsp;relationship with Lu\u010dina as their mothers. Retro was not the way forward either. Lu\u010dina needed to hit the Refresh button.<\/span><\/p>\n<div class=\"embed-responsive embed-responsive-16by9\"><iframe loading=\"lazy\" title=\"\u010cerstv\u00fd v\u00edtr pro \u010derstv\u00fd s\u00fdr\" src=\"https:\/\/player.vimeo.com\/video\/302476630?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\"  allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/div>\n<hr \/>\n<p><span lang=\"EN-US\">We outfitted Lu\u010dina with an inspiring new communication strategy to reach women across generations. The messages were shaped with an optimistic perspective: How to maintain your identity in this dynamic world? How important it is to have your feet firmly grounded, yet never forget to dream? How to find your way out of the city in this hectic world? How to find a&nbsp;moment for yourself, but without having to leave the house?<\/span><\/p>\n<hr \/>\n<p><span lang=\"EN-US\">Presented in the countryside, My moment with Lu\u010dina was a&nbsp;theme that breathed fresh air into the brand. It resonated with the generation of Millennials who want to hold onto what is \u201ctheirs\u201d, as self- worth is one of their top priorities.<\/span><\/p>\n<div class=\"pull-left d-none d-lg-block\"><hr><strong class=\"text-black\">Share:<\/strong><ul class=\"list-unstyled sharelinks \"><li><a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/&title=A+breath+of+fresh+air+for+Lu%C4%8Dina&summary=The+classic+block+of+Lu%C4%8Dina+that+many+of+us+remember+from+our+childhood+has+become+a+victim+of+its+own+popularity.+The+brand%E2%80%99s+name+became+generic%2C+Lu%C4%8Dina+had+become+just+lu%C4%8Dina%2C+and+consumers+were+putting+whatever+cheaper+alternative+they+found+into+their+shopping+baskets.+\" title=\"LinkedIn\">LinkedIn<\/a><\/li><li><a href=\"http:\/\/www.facebook.com\/sharer.php?u=https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\" title=\"Facebook\">Facebook<\/a><\/li><li><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/&text=A+breath+of+fresh+air+for+Lu%C4%8Dina\" title=\"X\">X<\/a><\/li><\/ul><hr class=\"d-lg-none\"><\/div>\n<hr \/>\n<p><span lang=\"EN-US\">Lu\u010dina became a&nbsp;brand \u201cjust for me\u201d &#8211; a&nbsp;brand that takes care of its consumers and echos their positive attitude towards health and nature.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity. The brand\u2019s name became generic, Lu\u010dina had become just lu\u010dina, and consumers were putting whatever cheaper alternative they found into their shopping baskets. <\/p>\n","protected":false},"author":1,"featured_media":2526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[139],"tags":[157],"klient":[],"class_list":["post-4359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cesko-do-toho-en","tag-lucina-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A breath of fresh air for Lu\u010dina - Havas Prague<\/title>\n<meta name=\"description\" content=\"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A breath of fresh air for Lu\u010dina - Havas Prague\" \/>\n<meta property=\"og:description\" content=\"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\" \/>\n<meta property=\"og:site_name\" content=\"Havas Prague\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-31T11:09:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-11-06T16:49:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"czmiadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"czmiadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\"},\"author\":{\"name\":\"czmiadmin\",\"@id\":\"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569\"},\"headline\":\"A breath of fresh air for Lu\u010dina\",\"datePublished\":\"2018-01-31T11:09:07+00:00\",\"dateModified\":\"2020-11-06T16:49:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\"},\"wordCount\":195,\"image\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg\",\"keywords\":[\"Lu\u010dina\"],\"articleSection\":[\"Go Czechia!\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\",\"url\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\",\"name\":\"A breath of fresh air for Lu\u010dina - Havas Prague\",\"isPartOf\":{\"@id\":\"https:\/\/havas.cz\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg\",\"datePublished\":\"2018-01-31T11:09:07+00:00\",\"dateModified\":\"2020-11-06T16:49:52+00:00\",\"author\":{\"@id\":\"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569\"},\"description\":\"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.\",\"breadcrumb\":{\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage\",\"url\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg\",\"contentUrl\":\"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg\",\"width\":600,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Dom\u016f\",\"item\":\"https:\/\/havas.cz\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A breath of fresh air for Lu\u010dina\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/havas.cz\/#website\",\"url\":\"https:\/\/havas.cz\/\",\"name\":\"Havas Prague\",\"description\":\"Agentura Havas Prague. Vytv\u00e1\u0159\u00edme smyslupln\u00e1 spojen\u00ed mezi zna\u010dkami a spot\u0159ebiteli.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/havas.cz\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569\",\"name\":\"czmiadmin\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"A breath of fresh air for Lu\u010dina - Havas Prague","description":"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/","og_locale":"en_US","og_type":"article","og_title":"A breath of fresh air for Lu\u010dina - Havas Prague","og_description":"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.","og_url":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/","og_site_name":"Havas Prague","article_published_time":"2018-01-31T11:09:07+00:00","article_modified_time":"2020-11-06T16:49:52+00:00","og_image":[{"width":600,"height":600,"url":"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg","type":"image\/jpeg"}],"author":"czmiadmin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"czmiadmin","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#article","isPartOf":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/"},"author":{"name":"czmiadmin","@id":"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569"},"headline":"A breath of fresh air for Lu\u010dina","datePublished":"2018-01-31T11:09:07+00:00","dateModified":"2020-11-06T16:49:52+00:00","mainEntityOfPage":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/"},"wordCount":195,"image":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage"},"thumbnailUrl":"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg","keywords":["Lu\u010dina"],"articleSection":["Go Czechia!"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/","url":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/","name":"A breath of fresh air for Lu\u010dina - Havas Prague","isPartOf":{"@id":"https:\/\/havas.cz\/#website"},"primaryImageOfPage":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage"},"image":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage"},"thumbnailUrl":"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg","datePublished":"2018-01-31T11:09:07+00:00","dateModified":"2020-11-06T16:49:52+00:00","author":{"@id":"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569"},"description":"The classic block of Lu\u010dina that many of us remember from our childhood has become a victim of its own popularity.","breadcrumb":{"@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#primaryimage","url":"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg","contentUrl":"https:\/\/havas.cz\/wp-content\/uploads\/2018\/11\/havas-web-image-600x600-8.jpg","width":600,"height":600},{"@type":"BreadcrumbList","@id":"https:\/\/havas.cz\/en\/cesko-do-toho-en\/a-breath-of-fresh-air-for-lucina\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Dom\u016f","item":"https:\/\/havas.cz\/en\/"},{"@type":"ListItem","position":2,"name":"A breath of fresh air for Lu\u010dina"}]},{"@type":"WebSite","@id":"https:\/\/havas.cz\/#website","url":"https:\/\/havas.cz\/","name":"Havas Prague","description":"Agentura Havas Prague. Vytv\u00e1\u0159\u00edme smyslupln\u00e1 spojen\u00ed mezi zna\u010dkami a spot\u0159ebiteli.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/havas.cz\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/havas.cz\/#\/schema\/person\/736a40636f0031ad05fb2253f0527569","name":"czmiadmin"}]}},"_links":{"self":[{"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/posts\/4359","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/comments?post=4359"}],"version-history":[{"count":0,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/posts\/4359\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/media\/2526"}],"wp:attachment":[{"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/media?parent=4359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/categories?post=4359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/tags?post=4359"},{"taxonomy":"klient","embeddable":true,"href":"https:\/\/havas.cz\/en\/wp-json\/wp\/v2\/klient?post=4359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}