Molokia. Vitality for life.
Introducing the new communication strategy of the brand Molokia – “Vitality”.
Molokia is a family- owned business, which has become significant thanks to its high-quality dairy products. But recent market research showed that all dairy is almost identical in the eyes of consumers – “Milk is milk” – and the choice is often driven mostly by tactical discount/ bonus/ or incentive programs
As product attributes and rational benefits were already well communicated, we had to find ways and differentiate both essentially and visually, by adding emotional dimension not just to Molokia brand but to its every single dairy category.
We started working on the new positioning statement of Molokia with the question “Why?” “Why namely Molokia and what could it exactly offer?” Yes, the previous product communication about the “Best Side” of Molokia perfectly did its job and we already know about the purity that is the key value and principle. It is unique as nature itself is in its core and heart. Pure milk, starter cultures, berries – everything is alive, everything is for life. Everything that gives us the strength to live life. That’s how we came up with the positioning “Vitality for Life”.
People always strive for a full, happy and meaningful life, but when “there is no strength, there is no life.” Molokia believes in the natural good of dairy products, which fill people with vitality and creates products with maximum preservation of natural benefits to fill people with vitality.
In creative communication, we show that “Molokia” gives you the vitality you need for life. Naturally, without stress.
We do not put the positioning statement through a brand manifesto. We manifest through the products themselves.
Therefore, we have made product differentiation through vitality that every product category can offer.
Kefir “Molokia” is the first product campaign that utilizes the new positioning through a communication of “Vitality for lightness”.
Kefir is not only about cows and farmers. Kefir is about life. We have created an ode to kefir that covers many life situations and different people. From babies to life-experienced adults. And everyone looking for lightness to live his life. Especially now. Lightness to hold on to their world.
TVC
We have short versions for mobile phones.
The core thing in our kefir is Lightness. That’s why, even in outdoor advertising, our kefir bottle levitates slightly above reality.
And we also developed a digital campaign with occasional communication. In the metro, for example, we have: Lightness/easiness to smile at a stranger. And on Instagram – Lightness/easiness, to not get annoyed by advertising and Lightness/ easiness, to “like” everyone.
Visuals
What else can be added to dairy with no additives? Nothing. Just a wish:
Drink “Molokia” kefir and may the Lightness of your body, the Lightness of your being be with you.
Djmeli
Taras Dzendrovskyi – Creative Director
Tetiana Dzendrovska – Creative Director
Dmytro Adriianov – Operations Director
Pavlo Kovalenko – Communications Strategy Expert
MOLOKIYA
Tetiana Korovina – marketing director
Iryna Leonenko – category manager
Stanislav Kovalchuk – Junior Product Manager
Production: GVARDIYA Production House
Director: Alex Stratienko @stratienko.alex
Director of Photography: Stepan Klim @s.klim
Executive Producer: Oleg Koshevoy @o_koshevoy
Line Producer: Sasha Domanska @domaaanska
Producer Assistant: Margo Voronova @voronkanova
1st Assistant Director: Kolya Perestyuk @mykola.perestiuk
Set Designer: Nadya Jupiter @jupiter_art_production
Stylist: Dina Golubeva @dinagolubeva.style
Makeup Artist: Dasha Korenchuk @korenchuk.makeup
Production Manager: Andriy Naumchuk @naumchukandrew
Production Manager Assistant: Dima Borisenko
Location Manager: Vitya Shava @viktorshava
Casting: Team Casting @teamgroup_casting_agency
Animals Coordinator: Natalia Yurchyshyna
Playback Operator: Eli Tyler @elityler.23
Gaffer: Valera Butkov
Focus Puller: Serhiy Sardudinov
1st AC: Kyrylo Piddubnyi
2nd AC: Volodymyr Tonkonohov
1st Dolly Grip: Oleksandr Khareba
Sound Engineer: Anton Kotsiuba
Helpers: Vlad Pronovich, Yura Ponomarenko
Hlamvagen: Ruslan Pronovich
Catering: Yaroslav Katashynskyi
Postproduction Studio: Gvardiya Post
Postproduction Producer: Darya Ivanova @daardaarling
VFX Supervisor, Compositing: Slava Lisovskyi @slava.lisovskyi
Lighting: Artem Pluzharov @artem.pluzharov
Editing: Vika Dvornikova @vickentii
Color Correction: Valentin Vernigor @vernigor_colorist
Sound & Music: Vitaliy Vakulenko @reklamusic
Voice: Anastasia Burganova