CLIENT
New Products Group
Elena Selutina Director of Corporate Communications & PR, New Products Group
Boris Tkachev Director of Research & Strategy, New Products Group Oksana Tsygankova Group brand manager, New Products Group
AGENCY
Ivan Bazar, Creative Director, ODDEE Agency Alina Tsyganok, Creative Supervisor, ODDEE Agency
SUMMARY
This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull
