Napolact - Welcome the "Peace of Mind" at Your Table
Campaign: Welcome the "Peace of Mind" at Your Table
Brand: Napolact
Client: Friesland Campina
Lead Agency: Propaganda
Contributing Agencies: V8 Interactive | Wavemaker România | FRONTLINE MARKETING |Strada Film
Public Case Summary:
Challenge/Objectives
How to win no. 3 in white cheese category, disregarding Napolact higher price, the flat category, contested with international, strong players?
Team: Roxana Panaitescu, Group Creative Director - Propaganda // Luiza Boerescu, Group Account Director - Propaganda // Anca Iuhas, Senior Strategic Planner - Propaganda // Paul Goti, Senior Art
Director - Propaganda // Atoussa Bassiri, Senior Account Manager - Propaganda // Mihaela Coman, Senior Copywriter - Propaganda // Bianca Voicu, Senior Account Executive - Propaganda // Razvan Orbulescu, Marketing Director - Napolact // Marcela Moldovan, AV Director - Propaganda // Oana Preda, Ex - Account Director - Propaganda // Ionel Peres, Marketing Manager - Napolact // Bogdan Ionita, Ex - Head of Strategy - Propaganda // Teodora Tunsu, Senior Brand Manager - Napolact // Daniela Moldoveanu, Category Insights Manager - Napolact // Mihai Coliban, Ex - Creative Director - Propaganda // Adriana Busu, Channel Development Manager - Napolact // Cosmin Baba, Creative Director - V8 Interactive // Andra Ghinea, Account Director - V8 Interactive // Adrian Man, Shopper Marketing Manager - Napolact // Catalin Mitulescu, Director - Strada Film.
Strategy
Only an authentic cheese can open the kitchen doors for authentic Romanian families. Napolact is filled with “peace of mind”, due to Ardeal roots, being able to activate its power to bridge generations using product versatility.
Results
Napolact gained 3rd position surpassing strong players, increased sales and built the most relevant connection with the Romanian consumers for the cheese segment, proved by brand KPI.
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