Extraordinary marketing move by the AVK Company – “Zhuvilend” brand becomes the Simpsons’ sponsor
The “Zhuvilend” brand of the AVK confectionary company has become the Ukrainian sponsor of the 20th Century’s best cartoon series, The Simpsons. Sponsoring of such a resonant and debated project is an extraordinary move for the confectionary market which is dominated by conservative marketing techniques. The “Zhuvilend” brand has become the first Ukrainian partner of the series which comes live on the First Ukrainian Music M1 TV channel.
The unique TV show has provoked many debates and discussions around the world due to the ambiguous and rough expressions used by the Simpsons. Nevertheless, even the critics admit that the ultimate ideas behind the show are the positive perception of the world, the primacy of family values and cultivation of humor. The Simpsons give us a chance to laugh at ourselves and the world around us and put us into some kind of “free territory” where adults can feel like kids again.
A similar chance is given by the “Zhuvilend” brand, the No.1 Ukrainian chewing jelly sweets brand, to its customers, adults and kids alike. The brand’s slogan [in Ukrainian rhyming equivalent] is “Chewing Zhuvilend cheers up!” The “Zhuvilend” modern chewing jelly sweets sparkle joy amid the dynamic and saturated life in today’s Ukraine.
The Marketing and Sales Director of the AVK Company, Vladislav Averchenko, says there is a common ground for the cooperation of the two brands. “The AVK Company is an advanced one. It utilizes innovative techniques in marketing, manufacturing and general management. We are not afraid of astonishing others and we are certain that an extraordinary move like this will enable us to consolidate the basic values of the “Zhuvilend” brand in the minds of consumers. Besides, our consequent plan is to significantly increase the sales of the “Zhuvilend” chewing jelly sweets in the forthcoming summer season.”
The brand’s sponsorship package includes live interactions with the audience of the M1 Music channel before and after cartoon airtime. Additionally, the Guten Morgen, a morning TV show, will hold contests with Zhuvilend prizes.
The Simpsons started their “TV career” in 1990. Since then, the project has won some of the most prestigious awards and has been named the Best Cartoon Series of the 20th Century. The Simpsons have won fifteen Emmys (the top TV award in the US), twelve Annie Awards (the cartoons version of the Oscar award), three Genesis Awards, three International Monitor Awards and three Environmental Media Awards. Since September of 2005, the world-famous Simpsons Family has found yet another home at the First Ukrainian M1 Music channel.
