Campaign details

Brand: EPICA
Brand owner: Ehrmann
Lead agency: Initiative
Country: Russian Federation
Industries: Dairy products, fats, oils
Media channels: Product placement, Sponsorship - media
Budget: 500k - 1 million

Executive summary

In 2016, there were many brands in the Russian yoghurt market, but it was dominated by two brands which together held 70% of the market. Ehrmann needed a brand that would attract attention, help to increase market share and earn customer loyalty.

In general, yoghurt brands are oriented towards women and offer functional benefits, or else focus on family consumption with emphasis on tradition and naturalness. Ehrmann decided to choose a different path and, at the end of 2016, launched a new brand, called EPICA yoghurt, which focused on a new type of consumer – young, modern, residents of cities, who consciously approach their diet, choose an active lifestyle and look for new experiences. For the new yoghurt, unusual flavour combinations were selected and a vivid and memorable package design was developed.

Market background and context