School days are quite challenging for Russian kids nowadays. Every day they get loaded with an increasing amount of tasks. Mothers know that and are always on the lookout for various opportunities to embrace their children with care. Based on this insight, Chudo-detki decided to share with mothers one more creative way to send support to their kids at school. We relaunched our product adding a most important ingredient – Mother’s love. It came in the form of heart-shaped stickers on each pack. Inside, mothers could write inspiring messages for their little ones so that they read those at school and feel their mothers’ love.

Heart-shaped folding stickers were included into the new “Chudo Detki” packaging range. Inside, mothers could write warm caring words of support to their kids.

To support the campaign we launched:

• Digital: online contests for children on the "Chudo Detki" website;

• SMM: Viber sticker pack for moms and kids;

• ATL: announcing the TV campaign;

Altogether these activations formed a strong eco-system.

Target audience coverage:

-thousands of mothers got the opportunity to share their love, support and care with their children

- The Viber sticker pack was downloaded by 3,200,000 users. At the moment, it remains the most popular among other branded sticker packs in the world.

- The number of unique contacts in social media exceeded 2,500,000.

- More than 5,000 users took part in the online contest.

As for the commercial KPI:

• market value share in key categories increased (Drinkable Yogurts +9.2 pp YTD, Milk Cocktails +5.4 pp)

• consumption of brand products increased (+5.9 pp)

As for the image KPI:

• The brand became firmly established on the territory of school snacks (Brand for schoolers +6.3 pp)

• Indicators that characterize the perception of the "Chudo Detki" as the best reached planned and exceeded them (Unique brand +3 pp, My favorite brand of kids products + 3%).

The main goal of the creative campaign for the Chudo Detki dairy products brand was to develop a strong emotional platform. That was possible by relaunching the pack so that Russian mothers could support their kids emotionally during the school day. They received an opportunity to send inspiring messages to their children by writing them on the product itself. Children would carry those to school and read during school breaks. In this way the product became more than just a healthy snack – it carried mothers’ love and care. Which brought mothers and their children even closer together.

The key challenge was to develop a strong emotional platform, which would enhance the brand attractiveness for Russian mothers and their children. It was important to differentiate ourselves from other products in this category and tighten the connection with the school segment.

Target audience for the brand:

1. Key — Russian mothers with children of elementary school age, who seek to help their kids cope with the increasing task amount at school and extra classes.

2. Secondary — children aged 6 to 11 years. They have just started school and therefore need their mothers’ support more than ever.

In mid 2015, PepsiCo successfully launched the Chudo Detki dairy products brand that captured a significant market share of 13.5%. The main goal of this launch was to achieve incremental growth and increased sales volumes through a relevant offer for the children dairy market.

By 2017, the brand managed to build a quality image of its products as a healthy source of new energy children need during the day. Despite a limited variety of dairy products brands for children over 3 years old, Chudo Detki, a new brand in the market, continues to compete with another brand – an absolute category leader.

To change this situation our brand needed to develop a strong emotional platform, which would enhance the brand attractiveness for Russian mothers and their children.