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Agusha
Offer for babies WaterJuice

RAN IN: Russia

CLIENT
PepsiCo Holdings LLC

AGENCY
Rodnaya Rech *Lead Agency


OMD Optimum Media *Lead Agency


SUMMARY

The novelty “Water and Juice of Agush” is pleasant and helpful to drink a lot! It was important to catch the interest of a consumer with a unique novelty. To bring the advantage of a new product: on the one hand, that it is a natural and healthy product without sugar, and on the other hand, to focus on a convenient packaging format.

CASE VIDEO


Audience: The target audience of the Agusha brand is mothers aged 28-35 with children from 8 months to 4 years. It is the mother who makes the decision to purchase, and it is this age that is considered in society as the time relevant for the birth and upbringing of the baby.

Objectives: Our main goal was to strengthen the position of the “Agusha” brand in the market of children's juices due to the unique offer of Agusha’s ‘’Water and Juice’’. Planned KPIs for launch: • Break the negative trend and retain the position of Player 2 on such a huge and highly competitive fruit segment of the baby food market. • To increase the sales of the Agusha brand in the category of juices and beverages compared with 2017 + 10% in money and sales result.

Type: B2C

Language: English, Russian