REN' TIME REBRANDING AND PROMOTIONAL CAMPAIGN

branding

creative

Brand “Ren” is a well-known and favorite producer of seeds and nuts in Belarus.

Problem: The previously formed image of Ren was negatively perceived by the majority of active category consumers. The average age of hard seeders is 30+. This prevented the brand from growing in sales.

The task: To create a new brand positioning for a wide audience without losing the brand image

Solution

The cracking of seeds or nuts is like meditation - there is no anxiety, no worry and no stress. This area of sunflower nirvana, relaxation, rest and favorite habits formed the basis of the new brand platform.

"Ren' time" is the tagline of the brand and a special concept synonymous with relaxation and chill. And to achieve this Ren' effect is possible only with the seeds of your favorite brand Ren'.

Open the pack - Dzen'! - It's time for Ren'!

Ad campaign

We have created a large-scale image campaign "Ren' time" to inform consumers about the changes that have occurred to the brand. A famous singer and blogger Lera Yaskevich became the face of campaign.

We launched the 360 campaign. We shot a video that showed all the main situations of product consumption but we did it as cool as possible! We invented a meditative "Ren' movement" and recorded a sticky hit track which became a kind of hymn of the renewed brand and the audience that fell in love with it again. We actively went to all relevant audiences and quarantine media: digital, radio, integration with delivery and instore.

The start coincided with the pandemic but we decided not to stop because the product fit perfectly into the context. The campaign turned out to be relevant and effective.

The new fashionable but not cracked image of the brand allowed us to attract a new audience and give the brand a second breath. This was evidenced by the growth of sales with the general fall of the segment.

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