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The new strategy of the parent brand
When it comes to sweets, we are all a bit of children. Our dream is that everyone can feel like a child at least for a moment.
Become one of the major confectionery manufacturers in Central Asia. To do this, we create successful brands and offer them to various customer segments. To produce new and innovative products from high-quality products to share joy with people.
Consumer segmentation and portfolio strategy
Key product strategy changes:
Rebranding Candy Gold
Positioning - Moments of joy, each new pop-up message from an expected person or a like gives us a minute moment of joy. Exactly the same as a bite-off piece of cookie or a piece of candy eaten gives it. Therefore, we combined the moments of consuming Candy Gold with the joy of a pop-up icon with a like. Like is mainly associated with the heart and the red-pink color of the logo organically characterizes it. Corporate slogan – Every day is joy.
Запуск торговой марки DOZA
A very complex category in which the key competitors are international players with many years of experience. We need to create a unique brand that reflects the new trends of teenagers as much as possible. Taking this into account, we immediately took the focus on outrageous and provocative – otherwise we simply would not stand out against strong competitors.
Сommunication video clip
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