Dairy products "Slovyanochka" of PepsiCo Ukraine appeared on the shelves of Ukrainian stores in updated packaging. But in fact, the transformations that have taken place are not only about changing the "cover", it is a fundamental rethinking of the essence of the brand, the consumer audience, its expectations, as well as forecasting market trends and buyer psychology for the coming years.
One of the largest Ukrainian brands of dairy products "Slovyanochka" has repositioned itself. Our creative marketing communications agency helped the brand in this transformation.
The process of reforming "Slovyanochka" began more than a year ago — last summer, when the brand team, relying on domestic and international research, concluded that the brand needs to be rethought and repositioned following the realities of today and modern trends and should take into account market forecasts.
The brand team entrusted the rethinking of the positioning to the marketers of our agency.
When studying the trends among the world's dairy producers, the scope of the researched brands included a full range of positional niches — from "super-traditional" ones, which, for example, use the centuries-old history of Ireland's oldest dairy farms, to ultra-modern and trendy brands that aim at a young audience with its modern thinking.
Together with the Q&Q Research agency, a semiotic analysis of the behavior of the consumer audience was conducted and allowed us to identify three main archetypes in the mentality of the Ukrainian buyer.
In the end, among the three proposed consumer theories, there was chosen the main one, which received the working name "Beregynia" (She-Guardian). It took into account such mental "anchors" in the consumer's thinking as family values, parental care, attachment to Ukrainian traditions, and naturalness. The chosen concept made it possible to outline the updated identity of the brand and formulate its essence, tone of voice, and proposition for the buyer.
The updated brand design includes a new graphic environment using recognizable national symbols and a four-part color palette that symbolizes different seasons and is used in practice for different types of dairy products.
According to the brand team, the new positioning corresponds to current consumer behavioral trends and will remain relevant to them at least until the end of the decade.
TEAM:
Yevgen Myroniuk - Strategic Director
Yevgen Myroniuk - Strategic Director
Andrii Franchuk - Group Creative Director
Yevgen Artemiev - Project Manager
Olena Valkovska - Art Director
Oleksandra Trachuk - Designer
Maryna Roda - Designer
Ruslana Liashenko - Illustrator JR
Andriy Kotlyar - DTP
Mariia Bazylieva - Artist Illustrator
Bohdan Syrotynskyi - Designer
Borys Tarshys - Copywriter
Anastasiia Desiatnyk - Copywriter
