How we revamped the Mariyka brand

Our challenge was to revitalize the communication for Mariyka, a beloved brand of curd desserts, while preserving its connection with both traditional and modern consumers. We sought to position Mariyka as a contemporary and relevant brand, emphasizing its unique qualities.

Insight:
Our internal tests revealed that everyone savors the dessert in their own unique way. Different eating styles unlock new dimensions of the product. This insight enabled us to craft a communication strategy centered around the individual experiences of enjoying our beloved dessert.

Solution:
We challenged the conventional notion of consuming curd desserts with a spoon, highlighting exciting and unconventional ways to savor this treat. Our campaign showcased four distinct lifestyle scenarios, demonstrating how different consumer segments enjoy Mariyka.

What We Did:
Our solution was implemented across various communication touchpoints. We developed a key visual that is prominently featured in billboards and social media, showcasing the joy of enjoying "Maryika". Additionally, we created a 15-second TV commercial depicting four diverse scenarios where people savor the curd dessert. Furthermore, we prepared point-of-sale materials that underscore the new concept and encourage consumers to experiment with the product.

Conclusion:
This case study exemplifies the successful adaptation of a brand to meet the needs and preferences of multiple generations, emphasizing the product's uniqueness and innovation. Through our work, the dessert has evolved from a beloved product into a brand that unites people through taste, creativity, and experimentation.