| Title | INGRO |
| Brand | DUKON |
| Product/Service | PUMPING HOUSEHOLD EQUIPMENT |
| Category |
D05. Other packaging |
|
Entrant Company
|
:OTVETDESIGN St. Petersburg, RUSSIA
|
|
Advertising Agency
|
:OTVETDESIGN St. Petersburg, RUSSIA
|
Credits
| Vladimir Fedoseev |
Otvetdesign |
Creative Director |
| Yushkevich Arina |
Otvetdesign |
Art Director |
| Yushkevich Arina |
Otvetdesign |
Designer |
| Anna Lysenko |
Otvetdesign |
Designer |
| Suzanna Belkina |
Otvetdesign |
Designer |
Brief Explanation
Bring to market low-priced pumping household equipment under INGRO brand name under the conditions of the active substitution of European brands. Target audience: 1. Sales managers of special purpose hardware stores where packaging is not available for a customer. 2. Summer visitors who buy pumps individually in small hardware stores where packaging is available for a customer.
The Brief
Bring to market low-priced pumping household equipment under INGRO brand name under the conditions of the active substitution of European brands. Target audience: 1. Sales managers of special purpose hardware stores where packaging is not available for a customer. 2. Summer visitors who buy pumps individually in small hardware stores where packaging is available for a customer.
How the final design was conceived
Task We had to find a niche and create a new brand for a non-existent middle price segment. In addition, we have to think of such a package, which is interested not only buyers but also sellers. Tools Together with sociologists, we conducted demographic research, analyzed the tastes and preferences of residents of provinces and created a popularity rating. The leading position occupied real characters with charisma.
Indication of how successful the outcome was in the market
We created clear characters that are as vivid as all next-door neighbors are. A pumping Russian woman, a linchpin of the house. Funny folks who definitely cannot go without a dekaliter. A sleaze-bucket with dirty deeds and pure intentions. So, we turned soulless machines into stand up guys who never let you down. INGRO pumps started “speaking” the same language with sales managers and customers