Copyright: We are very grateful to the administrators of Facebook pages “Stari Beograd kojeg više nema” and "Crno-beli Beograd"for their rich archives of photographs that visually enriched this article.
THE FIRST SIGNS OF CONSUMERISM
BELGRADE
SERIAL: OOH DEVELOPMENT IN SERBIA - PART 5
Created: Aug 14, 2019
The development of radio and television led to the foundation of first marketing agencies, first under the auspices of publishing companies and printed media and later working independently. From this perspective it is obvious that the first modest signs of consumerism appeared at that time.
Before Coca-Cola appeared on the market of the Socialist Federal Republic of Yugoslavia in 1958, the favourite drink Vitasok produced by PKB had its stand at the Fair.
The first milk in Tetra-Pak® (carton) was launched by PKB on 1st July 1964 with its point-of-sale promotion, in supermarkets like C Market.
This was a triangle or better to say tetrahedron innovation.
In addition to production, PKB entered the domain of hospitality. The first pizzas in Belgrade were served in 3 PKB’s pizza restaurants: Atina, on Terazije Square, Beograd, and Snežana (which still exists today).
Across the street from Hotel Moskva (Moscow), in the shade of a parasol with BIP logo, there was an ice cream machine and ice cream was sold there until the late 1980’s.
Messy faces of young boys and high-school girls were running towards the shade of Pekabela’s parasol and yelling “Ša-šarenko, ša-renko”. Adults couldn’t resist the ice cream either. Milan Mladenović from EKV and Ivan Vdović from Šarlo Akrobata are on the photo.
Bobi flips on the side of a trolleybus were recorded in 1979 as an example of the then possibilities of branding public transportation vehicles.
In 1980, an advertisement of transparent tooth paste, a hit product at that time, was on the tramway on the line 9, better known as the Belgian.
Across the street from the cinema Slavija, on a telephone booth there was an advertisement for the forerunner of Robne kuće Beograd (Department Stores Belgrade), Na-Ma or Narodni Magazin, which was nearby.
When Na-Ma finally became Department Stores Belgrade, the new slogan announced it's value with: "All beautifull things buy in Department Stores Belgrade".
Stanimir, the mascot of Beogradska udružena banka during the 1970’s, greets the passers-by from the OOH format that no longer exist. At that time there were the first lamp post advertisements.
At the same period, on Mostar interchange, there were the first billboards of the most successful Yugoslav companies, one next to another.
In the old part of the city there hadn’t been billboards until 1994, when they were installed by Alma Quattro.
Note: We are very grateful to the administrators of Facebook pages “Stari Beograd kojeg više nema” (Old Belgrade) and "Crno-beli Beograd" (Black and White Belgrade) for their rich archives of photographs that visually enriched this article.
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