PROJECT FOR THE ISTROPOLITANA OGILVY AGENCY AND BEL FROMAGERIES, CZECH REPUBLIC

Pavol Minár - – 26.03.2019

The campaign of the La Vache Qui Ri (Vesolaja korivka – The Laughing Cow) on the Ukrainian market was not the usual marketing intervention. In Ukraine, processed cheese has historically been used in cooking. It wasn’t usual to use it directly by spreading it on bread (for breakfast or as a snack during the day or for a trip). That is why it was necessary to inspire new consumer habits.

Meanwhile in a different market, the Czech Republic, the same brand approached people with a completely different narrative: “Milk and Fun”.

La Vache Qui Ri in the Czech Republic was saying that it was made from real milk and that milk did not need to be a boring white source of nutritious elements, but that milk and fun were surprisingly close to each other.

That is why the strategies in Ukraine and the Czech Republic were based on different market situations, brand positioning and consumer culture. It was also necessary to persuade all of the key decision makers in Paris that for the first time in over 100 years of its history, the brand could afford using real, not animated, cows.

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