CLIENT
Suntrade (Bunge)
Yevgeniya Roik, Head of marketing department, SE “Suntrade” Ganna Kraskovska, Oleina brand manager, SE “Suntrade” Oleksander Falko, Junior brand manager, SE “Suntrade”
AGENCY
Alexey Demin, Creative Director, MullenLowe Adventa Olga Mamaeva, Business Development Director, MullenLowe AdventaAlexander Pletenetskiy, Art Director, MullenLowe Adventa
Mustang Research and Consulting
SUMMARY
On the background of food price increase, leading company on the sunflower oil category and premium brand in refined oil category managed significantly increase market share in volume. We managed to exceed targets due to insight, which contradicted communicational stereotypes of the category and touched deep feelings of target audience. Instead of “ideal happiness around the family table”, TM “Oleina” used contradiction in relations between man and woman. True talk about what really woman waits in family relations influenced consumer more than rational proof-point about product. Campaign not only attracted new consumers but also led loyal to choose TM “Oleina” more often.
