The Bureau has begun work with the brand name "Kazyonka" when there was already a name, label design and the primary positioning of trade mark - pseudo soviet style.
After series of researches in order to increase sales of "Kazyonka" experts of the Bureau has created advertising campaign, which was supposed to solve several problems:
1. Positioning of "Kazyonka" for older generation as "their own".
2. Make it attractive to the younger generation.
It was decided to "return" "Kazyonka" in the Soviet past, linking the logo and bottle design with documentary photographs, the heroes of which were real people (the search was carried out in the archive). Subjects were taken from the lives of three generations - grandparents (30-40 years), fathers (50-60 years) and sons (70-80 years).
For the younger generation in advertising messages has been introduced theme of romance and heroism, and used the slogan “There's always a place for heroism!”
Billboard, which was launched at the beginning of campaign
The advertising campaign was developed only for Kiev. The basic advertising space included billboards and posters in subway wagons.
Poster placed in subway wagons
In addition to basic ad space were included posters designed for placing on city information stands. There were also promotion and placement of informational materials about the real heroes of the advertising campaign in printed editions. On the eve of May holidays, the promoters in the original uniform of "Kazyonka" in public places (in the subway, the shopping centers) carried out distributing leaflets, statements about the rules of may holidays under the motto "In life there is always a holiday!".
Instruction booklet with a route map, useful piece of advices and best wishes from the "Kazyonka"
A billboard for a Victory Day
The main principles of the campaign were: originality and variety of forms of advertising, the maximum efficiency and minimum cost per one ad contact and stylistic conformity of all advertising activities within the main idea of the campaign.
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