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Packaging revamp set to help Slavyanka grab shelf space from multinationals

By Jane Byrne , 24-Jun-2011
Last updated on 24-Jun-2011 at 15:04 GMT

In a bid to stave off the competition from Nestle and other confectionery giants, Russian biscuit, cake and jelly maker Slavyanka has engaged a UK agency to revitalize its packaging and get more shelf space for its brands.

David Rogers, owner and creative director of Nottingham based packaging and brand design consultancy, We Are Pure, said that in addition to reworking the entire Slavyanka range, including pulling some products and offering ideas for chocolate reformulation, it has devised a three-tier branding approach using packaging.

“Slavyanka, which dates back over 70 years and currently has an annual turnover of $600m, has no marketing department.

It was losing massive market share to the multinationals, which are focused on releasing tertiary products onto the Russian market. So we were brought in to shake up their product range," he told this publication.

"Through the use of varied packaging," Rogers continued, "we have helped Slavyanka shift up a gear and have developed a range based on three tiers of products – good, better, best - so that it is now targeting most demographic groups in Russia."

He explained that the revitalised Russian firm's offering now includes premium brands using metallic foil-based packaging, mid-end products employing wrappers with a matt varnish finish and a basic product range with packaging incorporating a gloss finish.

We Are Pure has also reworked the packaging and brands of Cadbury and Fox’s.

Rogers continued: “Sustainability factors with an emphasis on using recyclable as well as biodegradable materials underlined the work we did with Cadbury on packaging for products on display at its UK theme park.

But in terms of the design brief for Slavyanka, it was more about gaining market share through brand awareness, and with this in mind, we are also rolling out new brand characters across the three tiers,” he added.

The team also helped the Russian confectionery firm diversify its product range, with a push on confectionery such as jellies, said the agency's spokesperson.

The consultancy claims to have extensive experience of the Russian retail market, having launched a range of new stores for organic health and beauty manufacturer Pervoe Reshenie earlier this year.


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