Zolotoy Standard Family

Unilever, the international consumer goods company, wishing to bring Russian families together, promoted its Zolotoy Standard ice cream brand through multiple forms of relevant media.

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...

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