CHERKIZOVO

According to statistics, over 68% choose chocolates as a gift for Teacher's Day. To change this banal chocolate tradition, on October 5, 2020 - on Teacher's Day - we launched Hamcolates - or "Kolbafety" in Russian!

Traditional festive "candy" packaging with assorted ham inside. Right before the holiday, videos began to circulate in all chat rooms of the country mimicking traditional parental chats and the manner of choosing a gift for teachers with all the ensuing jokes. And the recommendation to buy «Kolbafety» instead. We developed the product concept, packaging design, communication strategy and all creative materials. We also implemented a Candy Trade-In: in O'KEY stores, who are our partner network, any teacher could exchange the boxes of chocolates presented to them for packs of Kolbafety.

Viral video coefficient: 1.26 (from the parent's video chat posted on VK).

The time of interaction with the native article online is x2 (2 times higher than the average: 00:02:22 versus 00:01:15).

Coverage of unpaid articles: 4,217,886 (journalists themselves wrote about our product).

Awards: Red Apple Awards 2020:

Sectors: "Food and drinks", Sostav.ru: "Campaign of the Year" - shortlist