Svana - The Non-traditional Family


Campaign: The Non-traditional Family
Brand: Savana
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners


Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.

The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.

Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.



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