MAMITA sponge cake rolls is a new product of one of the largest Belarusian confectionery plants "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 developing a brand portfolio for the biscuit roll category. Having carried out many studies and thoroughly studied potential consumers 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.
MAMITA - rolls for the whole family. The core of the audience - mainly working women 30-45 years old with average income. The developed brand name reflects positioning and solves the tasks. The visual image is made in a style quite traditional for this segment.
At the next stage we faced the task of conducting an ad campaign to bring the product to market. After developing a communication strategy and an optimal media mix we focused on a creative concept. The idea is based on product positioning: the MAMITA biscuit is designed to bring the whole family together. As a rule, mothers are responsible for this tradition in the house. And the real MAMITA, or Spanish "Mummy" knows how to please her loved ones. Even if the home is busy doing other things, it’s impossible to resist the delicious biscuit roll. The ad campaign included the following channels: TV, Outdoor, Internet, Print, POSm, radio.
MAMITA - Queen of biscuits!
The launch of the product on the market was a success - the consumer positively perceived the communication which allowed to form a demand for the product.