CLIENT
Carlsberg Ukraine
Andriy Otroschenko, VP Marketing, Carlsberg Ukraine
AGENCY
Yevhen Kaminskyi, Creative Director, THINKMcCANNDmytro Nisteruk, Creative Group Head, THINKMcCANNVictor Vysotskyi, Creative Group Head, THINKMcCANN
Olena Gnucheva, Senior Copywriter, THINKMcCANNIllya Yankovskyi, Copywriter, THINKMcCANNOksana Kapranova, Art Director, THINKMcCANNViktoriya Nikonenko, Art Director, THINKMcCANNOlga Kutuzova, Group Account Director, THINKMcCANNAnastasiya Kostikova, Account Manager, THINKMcCANN
OMD Media Direction
AGAMA Digital Group/Tribal Worldwide Kiev
SUMMARY
What to do if kvass with its archaic image does not fit into the modern world, Or can such a traditional and archaic beverage like kvass become fashionable and modern? In the conditions of the market stagnation, we were able to do what nobody could do to us: created the kvass the image of a youth drink, while not losing older consumers, cracking stereotypes about the "incommensurability" of kvass, launching non-standard novelties White and Black kvass. Thanks to a comprehensive strategy, we not only gave Kvass a new life, but also changed the whole category. Thanks to innovative communication, our kvass has turned into a trendy, refreshing, modern beverage.
