Take it Easy!

client: Kruzhka Svezhego / product: Summer Hits

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  • Background:

  • Together with Beliy Medved (also part of Efes portfolio) Kruzhka Svezhego is a core of mainstream segment, Kruzhka is #1 brand on KZ market, yet brand struggles much due discounted offers of image inhanced affordable premium brands and value segment offers. Kruzhka core image element “refreshment” which was long term engine of brand growth appeared to strong enough to compete international credentials of competitors and brand urgently needed renovation and restyling.

  • Agency task:

  • Find new territory, which will be cool enough to challenge International mainstream brands; Find tone of voice and approach which will set brand apart in proactive position as market leader.

  • 1st.:

  • Our idea was to rise physical refreshment to emotional level, so refreshment resulted “an easy way to deal with whatever what”. We understood that our consumer is stuck with difficulties and his/her daily routine and brand can become ultimate simplifier. Such approach gave birth to campaign “So easy so fresh”.

  • 2nd.:

  • We launched Summer tastes (Lemon & Berry), where we created their look and design and support launch with our communication and digital approach.