How football and Instagram stole Christmas

Josipa Palajsa

I don’t care if you don’t believe in Christmas miracles, but you should trust statistics. Of course, those two have absolutely no connection at first glance, so please allow this Grinch to explain herself before someone throws a Mariah Carey CD in my grumpy face. 

The level of warmth around my heart may not increase when I hear jingle bells or get blinded by Christmas lights hanging on every single corner of the city, but I do have my happy Christmas moments. One such moment occurred five years ago when probably every single brand was jealous of our famous producer of sweets Kraš just as much Home Alone’s Kevin is jealous of everyone with a better burglar-proof system.

On December 20th, one famous football player known to the folks for his appearance in FC Barcelona and to marketing employees for his collaboration with Domaćica spontaneously created an amazing campaign which tremendously increased brand awareness and made many google what it’s all about.

Google trends search index for the word “Domacica” used in Rakitić’s post reached its peak, intriguing his followers and exposing the brand in front of the eyes of many people – potentially new buyers.


Forrest Gump said “Life is like a box of chocolates, you never know what you’re gonna get”. In Social Media Managers’ language, we could translate it as: “Life is like a box of chocolates, you never know what kind of exposure you can get”. Maybe it’s a box of Domaćica cookies bringing you amazing brand awareness without having to sign a contract about it and maybe it’s a bunch of money invested in something that will never work. That’s the joy of marketing.

Merry Christmas from a Social Media Grinch whose heart warms up just a little every time she remembers this marketing miracle.

Josipa Palajsa

Author Josipa Palajsa

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