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RossiyaGenerous Soul!
Rossiya - Generous Soul! Launch of the new chocolate or how to win the jackpot.

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


Depot Branding Agency


SUMMARY

Every year, hundreds of new brands of chocolate are launched in the market, and only five survive. For past years "Rossiya - Generous Soul!" has failed at all points - we just imitated competitors and didn't surprise anyone. We realized that we need to make a breakthrough at all costs! We produced original two-layer chocolate - now the great appearance of the product matched the great taste. We have redesigned packaging, made attractive POSM and shot a stunning TVC that broke out of the clutter! As a result, 11.5 million packs of "Rossiya - Generous Soul!" were sold, and the product became the best novelty of the year in terms of sales!

CASE VIDEO


Audience: Russian consumers have significantly changed over the last years. After limited choice and deficit in soviet times, we came today to huge variety of goods and services. We travel, follow trends in food, fashion and willingly try new products (according to internal research of brand indexes, Nestle Russia (5 senses and Brand Properties), December 2016). As per consumer research Russian consumers are the most open to innovations among all Europeans (according to Nestle internal data).

Objectives: We set very ambitious objectives for the new campaign. BUSINESS OBJECTIVE: outperform other innovations on the market at the same period in terms of volume of sales (measured by retail audit data by A.C. Nielsen A.C. Nielsen in 2017, volume in chocolate tablets category). BEHAVIORAL OBJECTIVE: persuade consumers to try new chocolate after the contact with communication (measured by "purchase intent" index according to research agency "Ipsos Comcon" data, Brand Health Tracking survey, 2017). ATTITUDINAL OBJECTIVE: to gain high appreciation of the new product by consumers (measured by research agency "Ipsos Comcon", Chocolate Tastes Survey, 2017). The chosen objectives correspond to various aspects of the successful launch of a new product, and the fulfilment of the set objectives would indicate a successful start of the novelty.

Type: B2C

Language: English, Russian