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ROSSIYAGenerous Soul!
New era in the history of the chocolate

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
Nestle Russia *Lead Agency


Depo branding agency


J. Walter Thompson Russia


Zenith Russia


SUMMARY

Every year dozens of chocolate tablets are launches but these “novelties” are very similar to the first chocolate tablets from the XIX century. The assortment the proposal of the luxury chocolate boutiques stands out – via its incredible aesthetics and incredibly high price. However brand has broken this cycle by creating chocolate “ZOLOTAYA MARKA” that looks like from the premium boutiques but affordable to a wide audience. 78% of the consumers have admitted this launch as a true innovation what influenced beyond the expectations demand and the brand became №1 in TOM brand awareness among the chocolate tablets

CASE VIDEO


Audience: Chocolate tablet is a regular product at homes of more than 137 million people in Russia (the penetration level of the category is 93.7% according to GFK Household Panel, 2018). Since the penetration level is so high, our target audience expands to all adult population.  Consumer loyalty in this category is very low; there are 504 brands and more than 3,000 SKUs (AC Nielsen 2018). We had to make a counteroffer and convince wide audience from 18 to 65 to choose in favor of product's unique advantages

Objectives: The chocolate “Zolotaya Marka” was launched only in August 2018 and our priority was to build knowledge about the innovation while the consumers’ demand was the criteria of success In just two months of TV support we needed not just give information about the new chocolate, but most importantly to motivate 50% of the audience to buy the “Zolotaya Marka”, which is higher than the average norm in the confectionery category and higher than in TVC from the market leader (46 % in both situations, Ipsos Ad efficiency tracking, 2018

Type: B2C

Language: English, Russian