MIXBAR. More than a snack!
We have launched the first virtual bar for the Mixbar brand of snacks. Our objective was to increase brand knowledge and consideration — we needed to show that snacks are our favourite products and not just appetisers. We have developed an interactive website and a series of videos, where the “mixbarman” asked customers: “Can I offer you a munch?” and presented the guests with their favourite croutons, nuts and marmalade in the form of branded cocktails. The campaign was supported by OLV videos and integrations in VK video shows.
Laimon Fresh. Jump into Summer
Laimon Fresh is a soft drink that tastes just like summer. How do we show it? We were inspired by the product: turning the circles from the bottle label into a portal and jumping into summer with TikTok bloggers. The creator of the best video won a trip to a hot country, while the brand received thousands of UGC. The campaign was supported with pre-rolls on YouTube and a receipt promo with summer prizes..
Genesis. Energy to Create
The Genesis drink settled on the territory of creativity and held a marathon where participants tested their skills in new spheres, from design to copywriting. Music was the most popular direction, so in the second flight the brand organised a singing competition. The musicians posted hundreds of videos, the audience was voting, and the winner received a million rubles!
“Sharliz” Sweet Manifesto
How do we prove that having a sweet tooth is nothing to be ashamed of? We launched #SharlizSweetManifesto (#СладкийМанифестШарлиз) — a series of animated videos where sweets became activists. Each character promoted a social slogan such as “I/We are Vanilla Pastille”, the manifesto was supported by bloggers and users who received “Pyaterochka” card points for Stories with Sharliz stickers.
#RulesOfConsciousShopping (#ПравилаОсознанногоШопинга)
Russians spend up to 50% of their budget on food. But shopping can be more rewarding if you know the #RulesOfConsciousShopping! Bloggers shared their favourite rules — how to purchase inexpensive and delicious products. We also filmed a TikTok show about the secret life of “Pyaterochka” private labels, their advantages and the desire to be noticed by customers.