CREATION AND LAUNCH OF A NEW KVASS BRAND FROM AB INBEV EFES
"Those who did not live in the village - pygmies and nothing more! There is nothing to talk about with them. Do you understand? Because they do not know life. And they don't know anything at all."
Vsevolod Nestayko, children's story "Twelve with a tail"
This case is an ode to the village. To our cradle. To our homeland. A place that nurtured us with the sun, pears, grandmothers' smiles and fresh goat's milk. An oasis that, along with cows, chickens, perennial sunflowers and grandfather's motorcycle, will never leave our hearts. Which never left us, although we left it so long ago. Because village is life. And now, ubrans, wipe away your tears. The end of the prologue. Let's read about brands.
When AB InBev Efes decided to make a new kvass, no one believed that everything that happened afterwards was even possible.
But it turned out to be possible. We were very surprised.
It is impossible to enter the existing market with strong competitors without unique attributes and take third place after the first year of sales. Or to get five percent of the market without media support in a category where part of the share is directly tied to the brand's media budget.
Somewhere between "impossible" and "wow" we realized that we do not want to be like competitors. We do not want golden leazings, Ukrainian rushnyk and ancient Slavic gods. At the same time, we wanted to stay on the territory of traditions.
We turned to the eternal. To Ukrainian humor. We honored Ukrainian illustrator of the 20th century Vasyl Hulak and his beautiful postcards.
Somewhere near this source of creativity was born the brand "Selo i Lyudy" [village and people].
Everything was done so that the product: a) stands out on the shelf and throws itself directly into the arms of the consumer; b) talks about itself without advertising. Therefore, each label is designed as a commercial and a loyalty program at the same time.
It attracts attention with its bright colors and name, arouses interest by humorous illustrations, tells about the product and stimulates next purchase by numbered Commandments from rural to urban.
As a result, our logic worked for all 11% of the market share. The brand took the third place among the leaders of the category. And this is just for the first season! For comparison, in the last 10 years, no new brand in the category has won 5% of market share in one season, even with the media support.
And all this happened in the absence of advantages in all of the classic 4P. Exclusively due to the product design. Here's the village for you.