Starazhytny kvass is fermentation kvass made of selected quality components according to traditional recipes that have been proven for centuries. The brand has lost its former positions - it stopped communicating with the consumer, lost its relevance in terms of positioning, visual identity and communication.
The task was to create new actual brand positioning, to renew the appearance and to build effective communication with the consumer.
The first stage of the work was the work on the brand strategy. We decided to change the understanding of the word tradition and create a completely new territory which was called "Modern Folklore". Traditions aren't old exhibits that need to be updated. No embroidery, no belts, no wooden hats, no straw hats. True traditions are alive in our character, in what we love and appreciate, consider native and distinguish in our own. Humor and cheerfulness, slyness and folk ingenuity, simplicity and kindness. "Starazhytny" is live kvass with living traditions.
Further work was done to change the design. We tried to maintain authenticity and recognizability while modernizing the appearance and formed a system of actual brand design.
Brand changes had to be communicated to the consumer. We created an integrated communication strategy and a creative platform. The brand has a character - a kvass spirit nature of which fully corresponds to the values of the brand: humorous, sociable, honoring traditions. He allowed us to form a real emotional communication that is not similar to competitors, combined with a rational "refreshing and thirst-quenching". The brand managed to differentiate itself in a highly competitive market and to attract the consumer's attention.
The central element of the campaign was a series of videos - kind, funny and perfectly combining emotion and diet. We made our reading of traditions, integrated it into modern life and worked with different segments of consumers.
The idea was implemented as part of a complex campaign 360, which included all major channels - TV, digital, outdoor ad, radio, POSM.