Onega is the largest manufacturer of chips and snacks in Belarus. The strong brand reputation and powerful production, wide range made it a favorite of many people. And a long stay in the market requires constant updating and reminding yourself, even if you are in the leaders of the category.
Onega is changing!
Help the brand to do this loudly, effectively and using the trends of the modern world.
Now Onega is a brand for fun and joy after a complete rebranding and repositioning. We had to make an extensive and bright advertising campaign that could accurately convey the mood and philosophy of the brand, and of course interest again the consumer in the product, persuade to buy.
According to the new positioning, Onega is an integral part of any party, sitting with friends and all the fun life moments.
Campaign slogan: "Onega is our everything!"
This time we didn’t try to find a deep metaphor for imaging. We decided that the best way to tell about fun is to show fun.
The key element of communication was a simple and funny counting rhyme. As in all counting rhymes, it does not always have a clear meaning, but with its stickiness, rhythmicity and amusement, it is definitely not inferior to other classical ones. Moreover, for each taste of Onega, a different ending is provided.
Somewhere a well-aimed vegan with onion goes somewhere crabs chill out in a sea of snows.
The next we should revive these stories in the format of an advertising video. The heroes were representatives of the target audience and a pack of chips - "he, she, them, Onega". They showed that with Onega you could be any unusual self, fool and had fun.
Visually, the stories were added by various repetition techniques, working with bright colors, unusual glued illustrations and, of course, direct show of the word game.
Also we developed a key visual. The main task is to associate it with the text of the counting rhyme, in which there is an anaphora - repeating the same line.
Therefore, a relevant technique appeared in the visual - "repeat" from faces, figures, etc. In general, the campaign visually relied on Asian ads, known for its brightness, humor and a drop of psychedelics.
It got a little crazy, but a lot of fun! It's all Onega-style!