It was time to dig deeper to understand the rather aware target audience, the progressive Russian urbanite. These are modern, confident folks who like to take good care of themselves. To look good and feel good by maintaing a balanced lifestyle – THEY ASPIRE FOR BETTER LIFE.

These are early adopters of on-the-go products, that are no fuss and more convenient. But with an increase in socio-economic, health and wellness concerns, there’s a shift in the consumer focus on the role diet plays on health, hence a heightened desire to consume nutritious food. The definition of indulgence now sought choices that offered nutrition along with delight. Changing preferences meant that consumers considered yogurt ice-cream as a healthier alternative to ice cream. Fruit yogurts/yogurt drinks were being seen as better snacking than say, chips.

Dairy is nutritious and a way better choice than other sodas or high fat/sugar/salt content products, hence there was a easy opportunity to own the space. And Creambell’s dairy portfolio was full of new indulgent flavours that entice the taste buds without compromising on health.

‘BETTER IS GOOD’ was the way we positioned Creambell as the affordable luxury brand offering health and well-being along with a value added, innovative and indulgent product offering. The brand’s role in consumers life is offering them the Power to choose unapologetic fullness and pleasures of life.

The brand design architecture with its bold branding, bright colour vignettes, and burst of indulgent new flavours was designed to communicate this power of choice & pleasure without loosing out on the health cues. The architecture laid out a strong framework for brand extensions apart from giving synergies within the product categories.