ADVERTISING

Pepsico

How we revamped the Mariyka brand

Agency: Brain Tank

Description

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.

This professional campaign titled 'How we revamped the Mariyka brand' was published in Multinational Europe and Ukraine in August, 2024. It was created for the brand: Pepsico, by ad agency: Brain Tank. This Design medium campaign is related to the Food industry and contains 1 media asset. It was submitted 5 months ago by Marketing S-Cuite: BRAIN TANK of BRAIN TANK MarCom Agency.

Credits

Creative Marketing Communications Agency: Brain Tank, Kyiv,Ukraine
Creative director: Andrii Franchuk
Account manager: Anatolii Rizon
Head of design: Andriy Kotlyar
Graphic designer: Lada Kvitka
Copywriter: Ilya Bozhko
Copywriter: Yulia Chernysheva

ADVERTISING

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