"Khatni Vanilla Ice" kvass is a summer novelty which combined vanilla and natural mint with bread sour cream.
The main objective of the campaign was to introduce a seasonal product to consumers. It was important to attract the attention of the younger CA to the new taste, keeping the brand recognizability and loyalty among people aged 26-40.
The title track in the video was the recognizable song "Ice Ice Baby" of the late 80s. It received a fresh sound and the chorus was transformed into "Ice Kvass Baby" thanks to a new arrangement. The usual heroes danced to an incendiary song giving each other kvass and bright emotions from it. Location was transformed: a painted clip was created where kvass ingredients and favorite characters found their place.
The tagline "New fashion for vanilla and ice" told about the taste of the drink and explained the changes in visual style. In a series of key visuals instead of the usual painted spaces appeared hypnotizing circles with video characters. And the central place was given to a new bottle of kvass in the summer design.
The idea was embodied on boards and in the video, conveying emotionality and clarity of the message.