“Novyi Den” tastings in Galmart supermarkets

Starting point

The brand was just entering the Almaty market, and shoppers did not recognise it on the shelf among familiar dairy brands.

What we learned about the audience

People choose dairy products by taste: one sip at the shelf convinces faster than any advertising.

Task

Introduce Almaty shoppers to “Novyi Den” products right at the point of sale.

Solution

1. 01

   Tasting stands in the brand style: sky, clouds and a cow with the brand logo

2. 02

   Promoters who offered samples to shoppers and told them about the product

3. 03

   Tastings in three Galmart supermarkets, including at Dostyk Plaza mall in September 2024

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Result

• Tastings3 Galmart supermarkets

What worked

1. The stand in the brand's new style stood out in the store and worked as an advertisement in itself.
2. Live conversations between promoters and shoppers.
3. A tasting next to the shelf: try it and buy it right away.

Team

• Ekaterina LoganovaArt director
• Maxim FetisovProducer