Mondelez Russia: Barni's New Year Workshop

This case study explains how Barni, a confectionery brand owned by Mondelez, increased sales in the New Year period in Russia by inspiring children to make gifts.

Agency: e:mgCountry: Russia

Summary statement

The New Year period is one traditionally filled with special offers from brands offering presents, special packaging and discounts. But during this period Barni's promotional budget is restricted and Barni has experienced a significant drop in sales while leading brands in the category 'gifts for kids' have been boosting their budgets and have had an increase in sales. Barni has set itself the long-term strategic goal to appeal to a very specific target audience - 3-8 y.o. kids during Christmas, more specifically, the winter-holiday period and thus to become an integral part...

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