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Malyutka
All the best for our malyutkas

RAN IN: Russia

CLIENT
Nutricia LLC

AGENCY
GreyCom Group *Lead Agency


SUMMARY

Malyutka created the milk formula category 46 years ago. Today it appeared obsolete compared to scientific propositions of international players. Shares declined and then stagnated. So we rebranded with Russianness at core but relevant for modern times. Pack was redesigned as warm yet contemporary, making competitors look cold & clinical. We spoke to family-oriented ‘Nashi Mamis’ telling a story of passing the best of love and care from generation to generation. Nutricomplex formula was highlighted to strengthen product credentials. Share trajectory went upward. Quality & expert perception improved. New pack positively influenced purchase intent.

CASE VIDEO


Audience: Nashi Mamy - Regional mothers of babies with low and middle income. Sociable and family-oriented, they have traditional views on life. Motherhood is of paramount significance and one of the main purposes of being a woman.  ‘Our moms’ are the foundation of the Russian motherhood tradition which grounds on family values, endless baby love, unlimited resourcefulness and ability to sacrifice. They do not spend time on searching and researching. They more rely on their intuition and cultural experience of their peers.

Objectives: 1)  Business: Grow sales, gain share.KPIs (end of 2018): Minimum +5% sales increase vs. Q2 2018.Market share growth +0.8% 2)  Perceptual: Improve perception of key parameters affecting purchaseKPIs  (end of 2018) +2pp increase for following attributes:For moms like meHigh qualityBaby Food ExpertThe best nutrition as a symbol of my loveBelieve that I am making the right choice for the future of my child3) Behavioral: Influence likeability and purchase intent via new packagingKPI:a. New design vs. oldb. Parity against main competitor

Type: B2C

Language: English, Russian