Kvass "Khatni" - high-quality bread kvass 100% natural fermentation. Kvass is produced from natural ingredients without dyes and flavorings according to a traditional recipe.
The task was to fix in minds of consumers association kvass "Khatni" with the real taste of kvass. The target audience is family people aged 26-40 years who share the basic traditional values of the Belarusian society.
The AIDA Pioneer team suggested shifting the emphasis from traditionalism to kvass and its taste: to demonstrate the real product.
First of all we made a redesign of the label for the new bottle shape. The recognizable look of the village was complemented by freshly sliced bread and spikes. The classic leavened combination of warm yellow shades was preserved. The category designation became more visible. The shape of the bottle has also changed - it has become more "leavened" and characteristic for this product.
The Belarusian family performed in commercials. The beloved by many characters was engaged in household chores and awarded themselves with bread kvass. Each of them shared their emotions of taste and described feelings of one of the forms of the word "tasty". Unlike the previous videos in this appeared grocery shots with real kvass. Smooth transition from the drawn plot to reality allowed to shift the emphasis from heroes and traditions to the product and tell about its naturalness and the true taste of kvass.
The result of the work was increased loyalty to the brand and positive feedback from consumers.