A SURPRISING SEQUEL.

Brands often vanish from shelves. A not-properly-understood product, marketing failures… We once encountered the opposite. The well-known Volyn No. 1 brand of meat and sausage, a strong leader, suddenly closed down its successful production. Why?

IT TAKES COURAGE

to halt a perfectly-working brand. It takes a genuine drive to be a path-breaker to go so far to do such a thing. It takes ambition to constantly propel you. DMYTRUK brand had it all.

THE MARKET REVOLUTION

was the motivation driving the brand. Cultivating the market rather than taking advantage of its achievements. Looking beyond what market players see. For a start, because these are solutions to make one really proud.

THE SUPERMEAT PRODUCT

was under secret development. Excellent no-hot-boned meat, when extra-dry, nearly halves its weight. A hundred grams of the off-the-peg product holds 185 grams of meat and nothing but the meat… The lack of moisture makes the product preservable for up to sixty days outside a fridge. Welcome KABANOSY, the best in Europe for a number of properties.

KABANOSY IS A COMBINATION

of a sausage as it is and handy snacks. Dmytruk has a special meat policy for his KABANOSY—something consumers deeply appreciate about his products. The close work by the teams produced the positioning of the first Kovbasnack—a product in-between two categories.

SNACKS CALL FOR

design. The first-of-a-kind product was intended to do more than just shine out from the eye-catching snack shelves. It had to be shelf-breaking. So we came up with a yellow technicolor snack design making you want to taste the product at first sight. It took a single try to become a lover of the product forever.

WE DON’T OVER-COLOR

because we’ve experienced the effect firsthand. “Well, I’ll try it” at the focus group meetings was always followed by “Can I have more?” The focus groups snapped up every single package. The same thing happened at the presentations for retail store chains. KABANOSY, that product remarkable in both taste and design, was now sought out by the chain stores, rather than begging to enter those chains (as products usually do).

THEY SAY

became a meme after the communication campaign was launched. The aura of mystery and rumor around the new product inspired us to develop the concept of a “They Say” dialog, a poster-type style, and an enthusiastic face looking similar to the Dmytruk logo. The images went viral online. So did the new product when it hit the shelves, and rightly so.

Project 

Creative Director: Maxim Lesnyak
Art Director: Helena Gavriluk
Food stylist: Olha Drach
Photographer: Evhenyia Drach
Strategist: Elena Syrchyna
Project Managers: Oleksandra Bolotova, Maryia Brusova, Olha Boiandyna, Julia Shyrinska

Case

Art Director: Helena Gavriluk
Photographer: Olha Drach, Evhenyia Drach