CLIENT
Nestle Ukraine
Tetiana Sviatenko, Communication and Marketing Excellence Director, Nestlé Ukraine Mark El Khoury, Business Executive Manager, Nestlé Ukraine Daria Bilonozhko, Brand manager, Nestlé Ukraine Kateryna Kryzhanovska, Media & Digital Manager, Nestlé Ukraine Yuriy Polishchuk, Digital marketing manager, Nestlé Ukraine
AGENCY
Zenith
Denis Storozhuk, Managing Director, Zenith Maryna Grygorenko, Digital Director, Zenith Evgeniya Shcherban, Head of direction, Zenith
Ekaterina Pervukhina, Client Service Director, Zenith
SUMMARY
How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer's confidence, the brand turned its consumers into Purina One's ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One.
