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 was interesting for all ages, for parents and their children. Our solution was to create exclusive multimedia content for Zolotoy Standard: beginning with a prime-time TV-show called "My dad is better than your dad" on STS – popular channel with family content. We integrated the product proposition into the show and engaged families using a digital multiplayer game that served as the show's extension.

Campaign Execution