Eurobest

Not Just Kvass

PEPSICO, Reading / PEPSICO / 2021

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Overview

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Credits

Overview

Background

Situation: Kvass is a very traditional Russian drink and Russkiy Dar is a brand ?2 on the Russian market. Almost the entire category plays on the territory of Russian traditions in communication as well as in design - and Russkiy Dar isn’t an exception, which causes high competitors' pressure. The brand is perceived as old-fashioned and outdated by younger consumers which results in decline of reach.

Brief: our challenge was to attract the younger audience by changing their perception of Russkiy Dar as an old-fashioned brand towards trendy one but keeping brand’s authenticity.

Our objective was:

to reach the younger audience (18-24 y.o.) through building an outreach advertising campaign for a local brand with limited budget.

to differentiate from other brands on the shelf by showing that kvass can be trendy and modern

and at the same time not to lose its Russian authenticity and integrity.

Strategy

Core brand consumers are people aged 25-35, but we decided to reach a younger audience 18-24 y.o. How to attract them? We know they choose brands which support their lifestyle and use personalized communication. So our strategy was to make trendy (and at the same time authentic) personalized communication that our new audience could relate to.

To find balance between traditions (brand DNA) and trends we went into the territory of classic Russian fairy tales, but with a modern twist. We used 8 different occasions based on audience micro insights they face on a daily basis - like sleeping all weekend long because you’re tired or ordering food delivery because you don’t want to spend time on cooking. Using these occasions we created 8 different visual assets that helped the brand keep its traditional authenticity yet at the same time attract the younger audience at multiple touchpoints.

Execution

May-September - the most popular season for drinking kvass. The whole campaign was a national promo (NCP):

We placed classic fairytale characters in the realms of present reality picturing them on single serve size bottles with QR code leading to a landing page, ex: 'And on weekends I am Sleeping Beauty'.

We created a landing page with a “fortune-telling” mechanic, using fairytale quotes and giving them that modern twist. We’ve also partnered with an online bookstore “Litres” to give our consumers an opportunity to get a book as a guaranteed prize for purchase.

We made SMM creatives and supported them via owned & paid social media (banners in display - 20.9M reach plan, promo posts - 17.2M reach plan).

We used bloggers support with bloggers impersonating fairytale characters (branded Instagram photo posts).

Partnered with e-commerce retailer Sbermarket and made a landing page for the extra boost in e- commerce sales.

Outcome

Website KPI’s

Traffic: 93k users, 10 090 of them used QR code, which is above benchmarks even though we used QR code without clear CTA. Average time spent on the site - 27 sec; 56% converted to “get a prize” and 43% converted to “get a new prediction” part.

Digital KPI’s

Display: +3% impressions (76M fact vs 74M plan), +90% clicks (130k fact vs 68k plan), +30% reach (27M fact vs 20M plan)

Paid social: +2% impressions (69M fact vs 67M plan), +38% clicks (32k fact vs 23k plan), +13% reach (19M fact vs 17M plan)

Bloggers: +78% reach (2.5M fact vs 1.4M plan), average ER = 7,7%

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