EPICA: EPICA in the show 'Tantsy'

Natalia Kudryavtseva

Ehrmann, the food manufacturer, launched a new yoghurt brand, EPICA, in Russia using a partnership with a TV show.

Campaign details

Brand: EPICABrand owner: EhrmannLead agency: InitiativeCountry: Russian FederationIndustries: Dairy products, fats, oilsMedia channels: Product placement, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

In 2016, there were many brands in the Russian yoghurt market, but it was dominated by two brands which together held 70% of the market. Ehrmann needed a brand that would attract attention, help to increase market share and earn customer loyalty.

In general, yoghurt brands are oriented towards women and offer functional benefits, or else focus on family consumption with...

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