Branding agency Depot WPF and confectionery factory "Kommunarka" presented a new brand of sweets "Zaodno". Under the brand gonna be released 13 kinds of sweets, each with its own illustrated story.
Depot WPF has been working with the brand portfolio of the Belarusian confectionary factory Kommunarka since 2014. During this time, 2 new brands were created - chocolate "Plan B" and sweets "Zaodno", and beloved by many brands "Alenka" and "Sorvanetz" acquired a modern vivid appearance. We want to share the details of the integrated project for the development of the brand "Zaodno."
Situation
The confectionary factory Kommunarka supplies products to Russia, the USA, Israel, Georgia, Kazakhstan, Turkmenistan, Mongolia, Germany, the Czech Republic, Cyprus, and the United Arab Emirates. This is one of the largest enterprises in Belarus with a long and interesting history. It began with the appearance in 1905 in Minsk "Bakery confectionery products of Georgiy Vikentievich Rachkovsky." In 1914, production level allowed the bakery shop to grow into a full-scale confectionery factory. Over the next hundred years, the factory carefully preserved the recipe for chocolate and sweets, beloved by many generations, and invariably confirmed the quality of the products with a large number of awards, diplomas and prizes, which were noted in different years. In 2016 the factory "Kommunarka" received a silver medal of the Prodexpo exhibition in the nomination "Best Product" for the developed formulation of bitter chocolate "Plan B" with the taste of "cherry and pepper".
Due to the long history of the Kommunarka factory and the observance of traditional production recipes, most of the produced packages of chocolates and chocolate looked quite traditional for the category and was not interested for the young audience.
Task
Depot WPF was tasked to develop for Kommunarka a new brand of sweets, designed to attract the attention of youth in Russia, Belarus and other CIS countries. The new brand also had to demonstrate the innovative products of the Kommunarka factory, ensure the expansion of the range of chocolate sweets by creating new tastes in the assortment.
Solution
The project is unique because the brand was developed along with the development of the form of sweets, recipes and flavors. Technologists and marketing experts of the confectionery factory worked all together, and that allowed to create the most interesting and closest to the consumer product.
As a result, the brand "Zaodno" was created, and in plans there are 13 kinds of chocolates in chocolate glaze with different fillings to produce.
"In this era of individualism and disunity, this topic seemed very interesting and important to us," - commented creative director Depot WPF Anastasia Tretyakova. Ideas for packages were born from the memories of acquaintances, friends and colleagues, from what we read in social networks. We described a variety of life situations in which people become closer to each other and share the mood, and the experiences of each other. "
Each type of candy has its own illustrated story, placed on the package and duplicated on a separate card-insert, enclosed in a group package. The stories are written in a simple, benevolent and slightly ironic manner.
All stories are numbered - from 1 to 13 - and the number is displayed on a group package, and on a candy wrap, which increases brand awareness and allows you to sell sweets "by weight", making it easier to choose for a consumer.
For each story, marketing manager and technologists of Kommunarka have chosen their own recipe - the filling of sweets in one way or another corresponds to the history described on the package.
Here are the examples of the stories:
Zaodno №10: The Rain
It happens sometimes like you walk down the street in the middle of the day in summer: it's hot, dusty, there are a lot of people around. And everyone is in a hurry, so busy, so full of problems and talking on the phone all the time.
And suddenly it begins a downpour! No one has an umbrella. All the people become wet and lost,trying to find the shelter from the rain. Those who are lucky, crowd under the bus stop shed. They shake themselves down, tidy their hair… They stand and look at the sheeting rain with a contented look for a while. And then they start to look around timidly. People meet other people’s eyes, smile with embarrassment, start a meaningless, but a pleasant conversation about the rain. Someone stands aside, smiles and keep silent. And someone starts to rifle through the bag, suddenly got a handful of sweets and treats them to those who happened to be around...
Zaodno№6: The Office
Sometimes, it happens that you sit at a very important and essential corporate event.
The management of your large, stable, fast-growing company has gathered all the employees in a pre-booked room to present the next year's marketing strategy. Having appeared between the new assistant of the legal department and the deputy chief accountant, for the fourth hour you have been listening attentively to the impressive speeches of the management staff about what unthinkable successes you all have to achieve. When in a couple of hours it becomes clear that only half of the respected colleagues had their speech, people sitting next to each other start to exchange looks with the meaning. By the beginning of the fourth hour of the event, half of those present are surfing the world wide network on their mobile devices, and the rest of the audience tries to catch the essence of the reports with the latest strength, staring at the speaker maliciously.
Suddenly, somewhere rustling sounds, someone pokes you in the ribs and suddenly a sweet appears on your lap. You gratefully raise your eyes and see that a number of your collegues is smiling and chewing and giggling conspiratorially...
Zaodno №13: The Elevator
For example, you approach the office to the elevator, and there is already a whole crowd. The button stubbornly glows, leaving no hope for a call. While you wait, you involuntarily listen to the conversations around. The couple on your left discusses an unexpected win in the lottery - not very large, but certainly enjoyable. You have long ceased to believe in such stories and are mentally surprised and even rejoice. Looking at your neighbors, you find that they also listen to the conversation and their faces are also lighted up. Suddenly, the girl standing behind you proudly reports that she had a pleasant experience today, too - she got a proposal. Congratulations are heard in the crowd. The elevator doors finally open, and the crowd got inside. And when a tall guy, sandwiched in the middle, announces today he got a promotion, the elevator becomes filled with enthusiastic exclamations, and then everyone agrees that the day is awesome today. And suddenly someone at the back wall notices that today is Friday the thirteenth , by the way, and everyone bursts into laughter. When the elevator doors open on the top floor, people went separate ways, but their eyes continue to light with pleasure…
Zaodno №7: The Amusement park
And you also have friends who refuse to be adults, despite all the objective prerequisites. From time to time they manage to drag you into some adventure under the pretext of the inviolability of friendship. For example, a cloudless summer day they come up with the idea to visit an amusement park. And, of course, they are not interested in running horses and pink elephants. They want the real extreme!
And now, quite unexpectedly for yourself, you are standing in a huge queue to feel all the charm of a free fall from the highest tower in the entire park. Looking with one eye under your palms on the looping rut, you become terrified and under a colour of something, try to slip away from quietly your insane company. But it was not to be!
You look helplessly around in a search of understanding and support. And suddenly you find all this in the eyes of a nearby girl, who is standing in the line. She’s walking forward fatefully, pushed into the back by a triumphant friend. You fumble for a candy in your pocket and stretch it out to her, with an encouraging wink. She answers you with a sincere grateful smile. And you feel that you are not scared at all and even, may be, cheerful…
The results of the works are published for demonstration purposes.
