2005 New TV Advertisement To Make Shedevr Brand Leader of Chocolate Confectionary Market
A large-scale advertising campaign of the popular brand of the chocolate confectionery Shedevr has been launched on ten TV channels of
"The major tasks of the a new preview trailer is to make the focus on the premium image of the product, its sophistication, and to prompt consumer to conclude that the Shedevr is the best present, the product “number one” on the market of the chocolate boxed confectionery”, says AVK Marketing Director Oleksiy Ostapchenko.
The advertising campaign of the Shedevr Company has been launched as a part of the business strategy of AVK aiming to increase the sales of the strategically important products – confectionery of the premium and medium price segments. In particular, the Company leads in one of the most profitable and prospective segments of the Ukrainian confectionery market – chocolate confectionery, with its share of more than 28%, in volume terms (according to the 2004 results). The share of the chocolate products in the overall production exceeds 55 percent.
The Shedevr takes a leading position on the confectionery market in the segment of the boxed confectionery. This brand demonstrates the high and ongoing upward trend: over 8 months of 2005, the sales of the chocolate confectionery increased by 31 percent in the monetary terms, compared to the same period of the last year.
The advertising agency “Scholz&Friends Kyiv” has developed the concept and organized the shooting of the new advertising reel of the Shedvr brand. “The filming took place in Ukraine and Italy. The image of the reel was made in Kyiv and Milan hosted the filming of the demonstration component – the production process. The filming specialists in Milan used a series of non-standard technical tools in filming.
“The new reel aimed to stress that the Shedevr with its special taste is the light chocolate and waffle candy with the whole walnuts is always a desirable present, “women’s specialty”. No matter that the visual and sound tracks of the TV reel change, the advertising message remains the same “Shedevr: When Words are Not Necessary”, said Ostapchenko.
*AVK produces the following packed chocolate confectionery under the brand “Shedevr”: “Shedevr Classic”, “Shedevr Premio”, “Shedevr Premio Nero”, “Shedevr Premio Bianca” and “Shedevr Exclusive”.
Note: Shedevr is the Ukrainian word for “Masterpiece”
