Kokhavynka

Identity

May 2019

Idea

beans.agency

Production

13kfilms

Big thanks

svoi.agency

It may seem like a regular company, but in fact, every fanny holding in with Kokhavynka saves the world from an eco doom.

A brand that liked to set people laughing, but never advertised, supported only by buzz marketing and newsbreaks, as well as slogans: “I love my fanny”, “Glam up any place”, “We to yours” etc.

We just needed a cool commercial for Company’s 20 th anniversary. However, “simple” is not about us.

We started analyzing the market, looked around, as they tell, the toilet paper – white fluffy clouds, a delicate texture, the most pleasant odor in the world. They hugged, kissed, sniffed it, crammed into it, we event started feeling doubtful whether we know exactly the purpose of this product.

Stop. Is it Kokhavynka’s main idea?

We dug into search, and we found it. Waste paper. It is waste paper the company manufactures its products from without telling anyone about this. Competitors also forgot to mention that. And here, a strategy came up – every fanny can save the world from an eco doom, and our target audience is not indifferent to saving the world. We realized what should we use in the commercial

«Еvery fanny can save the world from an eco doom.»

Results

Our commercial collected over 300,000 organic views on FB, 4,000 distributions with no advertising based on buzz marketing.

Dozens of media sources mentioned Kokhavynka, eco-organizations appealed to the company for cooperation, and competitors stayed quietly writing their hate posts