Agency: Initiative Russia
Campaign Strategy
Despite belonging to a large international company, Zolotoy Standard was originally a Russian brand and is still positioned this way. In 2014-2016 local brands and producers started activity, entering new regions.
Zolotoy Standard was one of the leaders in ice-cream category but it needed to build stronger positioning to be differed from other brands. The brand had a gap in image building.
The objective was to drive Zolotoy Standard's image as of a brand for the whole family. We needed a communication that would engage the whole family.
Campaign Concept
We developed content that...