Russian kids and the West: So far, so close

This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).

Russian kids and the West: So far, so close

Anna DemianovaPoint-Blank International, GermanyJulia YuzbashevaValidataKIDS, Russian Federation

Introduction

In many ways, Russian kids seem very similar to their Western peers. They are subject to the same global trends; they are experts in digital gadgets, use the Internet, and listen to Justin Bieber. They even might say "hey" instead of "privet". But a deeper look reveals that there are still profound differences any Western brand hoping to win the hearts of Russian kids and mums will need to consider. Russian kids may be exposed to global trends, but still...

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