"Lidskiy Kvass" is natural fermented kvass produced by JSC "Lidskoe Beer". For many years, it has been the leader in the category.
The successful cooperation with this brand began in 2007 when brand positioning and brand platform were developed, as well as the communication strategy, in which ad campaigns were held every year (watch all the "Lidskiy Kvass" videos here).
Status of a leader means compulsory brand proactivity, including also the usage of non-standard media. We undertook a real hard work to agree on the project and, for the first time in Belarus, we branded all metro trains with “Lidskiy Kvass”. The brand unites millions of people who became characters of the creative concept. They have fun, communicate with each other, play different games and go in for sports. Positive and bright style of design attracts attention and gives metro passengers’ good mood. Because "Lidskiy Kvass" is the joy of life and the pleasure of communication! Several months of painstaking work of creators, illustrators and designers, hundreds of unique objects within a single illustration and we are riding all together on the funny train of "Lidskiy Kvass".
We wanted to surprise the consumer and we did it! The campaign aroused interest not only from consumers but also from media representatives, becoming an occasion for extensive PR-activity.