El karamel

El Caramel is a unique milk chocolate with caramel flavor and aroma, unmatched in Belarus.

We began creating the brand for the caramel chocolate line by developing a brand platform:

Functional advantages: new product, unique taste, original development of a line with different flavors, bright modern design.

RTB: audience trust in Kommunarka factory products, unique recipe.

Emotional advantages: lifts the mood, brings joy, pleasant emotions (sensations) from consuming a modern and stylish product.

Values: Emotions, positivity, diversity in both the product and life context, quality.

Character: Bright, cheerful, charismatic.

Positioning: El Caramel is a bright “character” from the Kommunarka factory, unlike anyone else.

Category attributes: taste, mood, enjoyment, appearance (both packaging and the product itself).

Territory: joy :)

Big idea: A carnival of sultry emotions.

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