SnowMax biscuit rolls are a new product of one of the largest Belarusian confectionery "Vitba".
This ad campaign has become one of the stages of a complex branding project which has developed the architecture of the brand, brand platform, positioning, name, logo, package design and communication strategy.
The task was to develop a brand portfolio for the biscuit roll category. Having carried out many studies and thoroughly studied potential consumer. We segregated the target audience and identified three groups by certain driver characteristics: "children", "office workers and students", "family". A trademark was developed for each group.
SnowMax - rolls for children. The core audience - children of preschool and primary school age (5-10 years), the secondary audience - women 25-39 years.
The brand cheers up young consumers and is designed to become a real friend for them. Positioning is embodied by the hero - a cheerful snowman named Max. Visibility, emotional brightness and a phonetic lightness of the name SnowMax together with the clarity of the image make the name attractive for different age categories of children.
The colorful logo, made in "cartoon" style, effectively reflects the positioning of the product. "Furry" letters are combined with the character - this technique gives the logo a fancy shape that best suits the children's segment and attracts the attention of the target audience. The massive letter outline and bright blue and yellow gamma allow the product to stand out among the wide competitive environment. The brand's emotional line is further enhanced by the packaging which emphasizes that SnowMax is designed specifically for children. The main character is also made in a "cartoon" style. His mood and character reflect the story that baby Max on snowboarding is conquering a milky avalanche. The design uses pleasant "tasty" colors.
By the developed communication strategy we also developed an ad campaign to bring the product to market. It was based on a cartoon commercial telling the story of Max's meeting with the guys.
The brand quickly took its place on the shelf in the store becoming popular with children.