At the end of 2012, a new brand for budget-oriented people was to be launched to the Russian market. Our duty was to make it impressive and attractive, despite its low price.
We created the new brand Korovino, ranging from its name to communication. Brand memorability was a key task for the first ad campaign. We came up with cheery cows resembling foods, to the accompaniment of a popular children’s song composed by Pakhmutova, an eminent Soviet and Russian composer.
Second Advertising Campaign
Despite a positive attitude towards the brand Korovino, many consumers worried that if the food cost less, it was not tasty.
We performed a blind experiment to evaluate Korovino products and show people’s response to its flavor. The results were superb.