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Advertising for bread producers is usually a rare occurrence, as they typically do not heavily invest in communication projects. However, in recent years, ‘Tsar Khlib’ has broadened its product range, gained confidence, and made the decision: it’s time to take action.

Leo Burnett follows its own philosophy – HumanKind. This philosophy revolves around the desire to find a perfect balance that benefits both the brand and the individual. To achieve this, one must have a deep understanding of both sides. And what better way to showcase a brand than through its production process? Thus, the team gathered and embarked on a visit to the ‘Tsar Khlib’ factory to witness everything firsthand.

Before diving into the brainstorming session, it is crucial to explore how consumers perceive the brand’s products and the overall category. With insights from the client and the Publicis Groupe Data Science team, it was revealed that ‘Tsar Khlib’ holds a place as one of many consumers’ ‘favorite brands.’ However, a significant portion of the audience had not yet noticed the brand, simply regarding it as ‘just bread.’ The team also discovered that consumers prioritize bread quality, appreciating naturalness and taste. Even in everyday meals, Ukrainians enjoy treating themselves, turning a modest meal into a culinary delight. This behavior was coined as ‘everyday gourmets.’

This led to the development of a new brand platform called ‘Craftsmanship Tastes,’ emphasizing the key product attributes valued by consumers – quality and taste.

In transparent communication, it is not only essential to declare but also to demonstrate and convince consumers that these principles are reflected in the product manufacturing processes. Hence, a section named ‘Our Rules’ was created. This segment explains the bread-making process and why it yields such delicious results. Through engaging videos, viewers are provided with insights into daily practices, often imperfect, juxtaposed with the solid principles that ‘Tsar Khlib’ adheres to in product creation. Each rule represents a production insight, revealing the truth about the product while offering valuable and interesting information about its benefits.

To ensure the effectiveness of creative campaigns and boost sales, it is vital to establish communication channels correctly. Fortunately, the skilled professionals from PMX Publicis Groupe Ukraine expertly targeted advertising efforts in Kyiv and the surrounding region. The outcome was promising – awareness of ‘Tsar Khlib’ and its product range began to surge.

Collaborating with technologists, production staff, and the agency’s brand team, around 100 ‘rules’ were compiled, encapsulating the secrets of ‘Tsar Khlib’s’ craftsmanship. Stay tuned to the brand’s communications to uncover more hidden production insights.

Selling OTC pharmaceuticals online is one of the most challenging ventures in performance marketing. However, with the advent of Covid-19, we identified a potential opportunity. Specifically, we anticipated a surge in online sales and a transition of users from offline to online platforms.

We took the initiative to become market pioneers, establishing the most transparent and effective collaboration with online retailers. We successfully launched Performance Marketing for Sandoz drugs, transforming the Black Box Pharma eRetail Media market into a clear, comprehensible, real-time analytical system. This allows for clear tracking of our advertising campaigns’ business results and boosts sales by attracting new users.

Kyivstar gain first place in the fragmented market of the fixed Internet and become “visible” for the non-beneficial algorithms of the search algorithm. Instead of classic SEO-approaches the brand left the template and optimized the landing page for each city and town, where there is a physical possibility of Kyivstar to provide the fixed Internet.

Experimental “local” tactics in SEO increased the visibility of Kyivstar’s fixed Internet in the first positions of organic search results by 3.5 times. Brand №1 has now caught up with itself in the search.

This case received Bronze Award in E-Commerce category at Effie Awards Ukraine.

Svitoch Exclusive is exquisite dark chocolate with 51% of cocoa. It is presented in four unusual flavors: chili with apricot, sea salt with caramel, ginger with lemon, and hazelnut with peanut.

When developing the packaging the team emphasized the main advantages of the new product – the famous Svitoch chocolate and the ingredients in the form of pieces.

In Ukraine, Pride events do not have a long history. COVID-19 in 2020 made it even more difficult, as all Pride events were canceled and switched to online, which reduced the audience dramatically. Online involves only LGBTQ+ activists. Offline Pride events are a moment of visibility for a wide audience. KyivPride and Saatchi & Saatchi had a difficult task – during a pandemic they needed a campaign that spread online Pride events across the country.

We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones and the Dronarium Ukraine team we attached a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness of gender equality. It was an upside-down shift in symbolism that immediately resonated with society.

The task was to make our Pride event visible in Kyiv during COVID-19 pandemic restrictions. But our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days. The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe.

The Motherland Pride won several awards in the biggest world festivals on creativity and efficiency, such as Effie Awards Ukraine 2021, Cannes Lions 2021 and 2022, Andy Awards 2021, Golden Drum 2021, AD Stars 2021, D&D 2022, and The One Show 2022.

This is a showcase of how Lenovo, a hi-tech electronics brand, thinks not only about the functional features of its products, but also takes care of both product usage conditions and client’s comfort.

Creating of Lenovo Meowbook – laptop for cats – added more emotions into the user-brand relationships as well as highlighting such a problem as ‘device damaging from cat’s fur’ which became communicative innovation in this category.

Virus orientation, originality, and non-standard merging of high technologies and additional customer care allowed Lenovo to be organically discussed in media and got 9.5 million impressions.

CHALLENGE

The male deodorants market is driven by 3 strong brands-mastodons both in sales & in media activity. Each leader plays on its own clear territory with different male groups.

Men Expert is a young brand in the category with still low brand awareness among men as weak media support doesn’t build wide TA reach & involvement into the brand niche for a long period.

INSIGHT & IDEA

More than 60% of the core male audiences are interested in computer game playing. In Ukraine, the cybersport niche is still unoccupied. Each Men Expert franchise has its own unique property as DOTA heroes have their own unique power.

Decision: to conquer real male territory with high reach potential to differentiate Men Expert among strong & active competitors.

IMPLEMENTATION

Zero stage: teasing OOH & digital campaign to stir up TA interest declaring new brand territory.

Semi-finals: strong TA reach achievement due to 2 non-stop days of DOTA Minor streams with Men Expert as main partner & digital campaign support led on a game console raffle to build link with business.

Grand final: active TA involvement into Grand final and native reach building driving by engaged bloggers.

RESULTS

• 70% TA reach in TOP-5 cities
• +5 p.p. Brand Awareness growth among the young male audience
• +2 p.p. Brand Consumption growth among the young male audience
• record deodorants sales* in units & value in the e-com channel during the campaign

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.