Title	HAPPINESS FOR MASLENITSA
Brand	FERRERO RUSSIA
Product/Service	NUTELLA SPREAD
Category	B01. Challenger Brand Strategy
Entrant	TOKAREV+ Moscow, RUSSIA
Idea Creation	TOKAREV+ Moscow, RUSSIA
Production	STEREOTACTIC Moscow, RUSSIA

Name	Company	Position
Konstantin Tokarev	TOKAREV+	Creative Director
Roman Pustovoit	TOKAREV+	Creative strategist
Yana Dulina	TOKAREV+	Head of Art
Takhmina Turabaeva	TOKAREV+	Account Director
Olga Deryugina	Ferrero Russia	Category director Nutella and Tic-Tac
Alexandra Veselago	Ferrero Russia	Senior brand manager
Anastasia Starostina	Ferrero Russia	Junior brand manager

Summary

Nutella is a traditional brand mainly focused on moms. It helps gather the family, give positive energy and also express appreciation. Since the brand is well-known and loved in Russia, the brand's business goal for this year was to increase penetration. The brand decided to increase its positions in breakfast so breakfast consumption was chosen as a growth point. To achieve this, to the current TV commercial with this pattern the "Thank you for breakfast, Mom" breakfast platform was developed. Maslenitsa is a Slavik folk holiday dedicated to the incoming of spring. During this week people usually visit friends and family and make pancakes. So, for everybody it is seen as a good time to have fun except for mums, who see it as all work and no play. Moreover, this year Maslenitsa fell on International Women's day hence situation couldn't be trickier. In this case how could the brand show appreciation to moms and increase equity in the breakfast consumption at the same time? We realized that during the festive week all the work fell on women's shoulders. It goes without saying that in terms of showing appreciation deeds are better than words. In order to win women's hearts, we decided to address not only to them but also to their men for the very first time. So we shot two alternative sequels to the current TV commercial starring the famous Russian comedian Garik Kharlamov. In the video targeted at women, Garik sympathized with them and offered to show the "male" video to their beloved ones, where he would talk to them man-to-man. In the video for men he inspired them to show appreciation and care to their ladies by making breakfast pancakes with Nutella and serve them in bed. And Maslenitsa on a par with International Women's day seemed to be a good reason to do so. As a result the campaign was acclaimed as Ferrero best practice: Nutella sales in Russia reached an all-time high. In comparison with the previous year they increased by 13%. Moreover, we kept building the brand equity as a brand for breakfast and according to the annual results, Nutella moved from 13th place to 4th in this category. In addition, after launching Maslenitsa campaign, which turned out to be so successful, customer fatigue for the classic global Nutella commercial decreased, making it possible to extend its airing to the next year.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Nutella is quite a conservative brand. For 40 years the basic structure of its message has not changed: mother belongs in the kitchen making breakfast for the whole family. According to the new strategy, our competitors were not other chocolate and hazelnut spreads, but everything that people usually eat for breakfast. In Russia these are yoghurts and dairy products (healthy breakfast) and eggs&sausage (hearty breakfast). So we invented a category of sweet (happy) breakfasts in Russia. However, in the competitive environment the same patterns were used: mom was giving her children yogurt for breakfast or was making sandwiches with sausage. We decided to change this situation for a while: from that time breakfast became the men's duty which automatically turned into a manifestation of care and gratitude. Thus, this produced a revolution not only in the category where gender roles remained traditional, but also in the brand itself.