Zhivchik visual identity upgrade
Project goals:
- To build the image of a modern brand.
- To increase brand attractiveness and visibility on shelf.
- To grow loyalty among children audience by refreshing the image of brand heroes on label and by creating unique archetypes (characters) for each of them.
- To increase label design fit to each flavor.
Re-launch of still (no gas) Zhivchik
Project goals:
- To increase sales by attracting the consumers of soft drinks (juices).
- To increase consumption frequency by entering the occasion “at school”.
Launch of advertising campaign “Taste winter holidays”
Project goals:
- To increase Zhivchik sales during winter holidays.
- To raise image indicators “funny brand”, “modern brand”, “best n/a drink for celebrations”.
- To support new communication platform “happy childhood”.
Launch of new bottle format – Zhivchik 1.5 l
Project goals:
- To increase sales and market share by launching the fastest growing format on market – 1.5 l.
- To minimize price barrier in big formats purchase decision making.
