SOKOVINKA

When a new advertising campaign development started, we decided to apply for a new target audience segment – an aged people. It turned out that this is they who love and buy our product, but not a modern youth which all our competitors contend for.
We wanted to speak to Tamara from Poltava who buys an orange Sokovinka for 35th anniversary celebration, as well as to Oleg who sweetens his arduous weekdays with Sokovinka.

There is such thing as you come back home and see bread crumbs or unwashed dishes in the sink. And here comes half-cocked «What kind of a man? Uhhh he will have a bad time! » But as soon as something makes you to think it over and forget, you understand that it`s such a little thing. Now you are breathing out.
That’s why Sokovinka became to be carbonated drink in its new positioning which mitigates stressful situations, makes it possible to calm down and and feel a happy-enzyme flow due to sweet taste.
Cause Sokovinka acts on person as soft and gentle as it sounds.
We declared it in the tagline.
«Sokovinka. Smoothes your anger»
And struggle with different types of anger was shown in two 15 seconds promotional videos.

And then again in two 6 seconds videos.

In addition it was shown that there is an appropriate size of Sokovinka for any anger.
We hope for at least a little anger worldwide decreasing after Sokovinka campaign running.