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Agusha
The first ryazhenka for kids

RAN IN: Russia

CLIENT
PepsiCo Holdings LLC

AGENCY
Rodnaya Rech *Lead Agency


OMD Optimum Media *Lead Agency


SUMMARY

Children should have everything their own, ryazhenka should also be their own, made only for them. “Agusha” brand takes care of children's health and launch the first baby ryazhenka, specially designed for children. Ryazhenka has a classic “melted” taste and is suitable for children from 8 months. But we went even further and developed a product with strawberry and blueberry puree which babies love: unique flavors for ryazhenka on the market.

CASE VIDEO


Audience: The target audience of the "Agusha" brand is mothers aged 28-35 with children from 8 months to 4 years. It is the mother who makes the decision to purchase, and it is this age that is considered in society as the time relevant for the birth and upbringing of the baby.  

Objectives: Our main goal was to keep the leading position of the brand in the market of fermented milk products due to the innovative launch of ryazhenka, which would bring an incremental increase in sales volumes and reflected in the growth of market share. Planned KPIs for the project:1. To keep leadership in the category of fermented milk products with a market share of 50%.2. The increase in sales of the “Agusha” brand in the category of traditional dairy products + 50% in money compared with 2017.

Type: B2C

Language: English, Russian