Violette

Alexey Fadeev, Creative Director of Depot: «The research of the field showed us that cream cheese buyers lack emotions in its packaging design, while one doesn’t have to go over the top with freshness and naturalness, despite the fact that our competitors emphasize this. Our decision, on the one hand, meets all the requirements of the cheese category, on the other, it contains an element of playing, which certainly brings some brilliance and positive to the package. The image of Pac-man that can be read from the top of the tub is a bold move that a bold producer can afford to make.»

Pavel Rosenfeld, General Director of Moscow Factory KARAT: «We have been working on reforming of Violette together with experts of Depot branding agency for the entire last year. At the beginning of the project Violette was the main brand in the overall sales of KARAT, along with processed cheese, and #1 in sales in cream cheese category in some nationwide store chains. At the same time, we were falling behind our competitors in appearance of the package, which in customer’s perception looked more like sour cream than cheese. We decided to relaunch the trademark and offer our customers our traditionally tasty and natural cream cheese in a fundamentally different package. We plan to broaden our audience by proposing the new Violette to a new and active target audience, driving out the competitors and increasing our share to 30% in 2016.»