AVK summed up campaign of the brand “Zhuvilend "

AVK summed up the results of the first stage of the advertising campaign of the brand “Zhuvilend”. Promotion program included a range of advertising and marketing activities and realized in high season, consumption of jelly-chewing candy (JCK). As a result, sales of the AVK Company segment in JCK in the second quarter of 2008 compared with the same period last year, increased by 70%. The second stage of an advertising campaign to promote the brand "Zhuvilend" will be held this autumn.

A key element of the campaign was to launch SMS-activity. To participate in it was necessary to send an SMS with a code on the package, and then play in an exciting SMS-game. Response to the humorous questions, the participant earned "game of life" and thus traveled to different parts of the "Countries Zhuvilend”. During the first stage of the action (15.04.2008 - 15.07.2008) participated in the action 181 087 people.

This year campaign AVK paid special attention to cooperation with the retail network. Thus, in the supermarkets company has strengthened the work of the team merchandisers placed branded retail equipment and floor stickers, organized tastings. This has increased the number of contacts with potential consumers, to attract additional attention of young consumers to the product, to acquaint them with the news.

Director of Sales and Marketing AVK Vladislav Averchenko:

- A deep study of the audience and its needs an integrated approach in promoting the product and qualitative study of all elements of the campaign allowed AVK this season to strengthen its leadership position in the segment JCK. In the period of high demand for jelly-chewing candy we increase sales faster than the growing market. According to our data, in the second quarter of the year jelly-chewing segment increased by 35-40%.