Audience: The target audience includes two groups: children of 3-15 years old and their parents. The key insight of parents is the care of the child, his health and safety. The wide age range of the children's part of the audience is characterized by various (and dynamically changing) preferences. It is important to find an approach to each part of the children's audience and offer them a relevant assortment, the child's opinion can now become decisive, it affects buying increasingly /Source: Study of parents and children audiences (IPSOS 2017)/. When developing the project, we conditionally divided the children's audience into the following sub-segments (combining the age and gender characteristics): 1) Kiddies 0+; 2) Little Princesses; 3) Brave Superheroes; 4) Small Adults; 5) Beginning Schoolchildren.

Objectives: Care for water-intake regime of children is an important part of Svyatoy Istochnik brand strategy. It is very difficult to teach them to drink pure water without tasty additives and additional components. Svyatoy Istochnik brand has undertaken a responsible mission, helping parents to foster in children this useful habit - a behavioral goal. We set ourselves a socially significant task to educate a new healthy generation of consumers. To solve it, our main KPIs were: 1) The increase in category penetration among the children's audience; 2) The increase of children's consumption of pure bottled water during the day. KPI measurement tool is a regular tracking of children's water consumption in bottles of small format (0,33 L as the main format of the children's segment) in the off-season period - autumn (because during the season (summer) due to weather conditions, the frequency of consumption of bottled water is significantly higher). The tracking is conducted by the research company Ipsos on the basis of an online interview of at least 1,000 of regular consumers of bottled water.

Type: B2C

Language: English, Russian