CLIENT
Carlsberg Ukraine
Dmitriy Pilipenko, Marketing Manager, Carlsberg Ukraine Lesya Tarasenko, Senior Brand Manager, Carlsberg Ukraine Oksana Lening, Junior Brand Manager, Carlsberg Ukraine
AGENCY
Kirill Chichkan, Creative Director, PROVID Olga Khanenko, Art Director, PROVID Daria Gordiichuk, Copywriter, PROVID
Andrii Myroniuk, Group Account Director, PROVID Maria Mazneva, Account Manager, PROVID
OMD Media Direction
AGAMA Digital Group/Tribal Worldwide Kiev
SUMMARY
Somersby with blueberry juice "blew up" the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations.