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Juice from Courchevel. "Nidan" has beaten in advertising detention of Mikhail Prokhorov
The scandal with the arrest in Courchevel Mikhail Prokhorov, one of the leading businessmen of Russia, served as a plot for a commercial. It places on federal channels juice producer "Nidan". For the first time, Russian advertisers decided to use the occasion to news: a video in the wake of the January events was filmed in marte.Translyatsiya infomercial juice "Sokos" called "scandal" of three federal channels began March 24 and runs through May 20. The story leaves no doubt in the prior art, assured the director of department of advertising and marketing "Nidan Juices" Arkady Kurin, he is inspired by the story of January, when the French police arrested a famous Russian businessman. On the "Alpine resort in France" (the shooting took place in the Moscow Hall) police troops interrupted the celebration of life: girls in lacy underwear and earflaps with bald oligarch in a bathrobe seated in the police car and taken away. Then it turns out that it is a plot news release that, sitting comfortably on the couch, watching on television a girl in sneakers. "Nothing but juice" - says the slogan.
Watch video!
In January, the French Courchevel detained several dozen Russian tourists. Among them was Mikhail Prokhorov, co-owner of holding "Interros", owns a controlling stake "Norilsk Nickel", "Polyus Gold" Rosbank "Prof-Media" and many other companies. Forbes magazine estimated the state Prokhorov and his partner Vladimir Potanin at $ 13, 5 billion each - 38th place in the list of the richest businessmen in the world. However, in February, the partners announced that they decided to split the assets of the business and continue separately.
Prokhorov could not be reached, but it is unlikely he had seen the video. He does not watch TV, but if you saw this ad probably would laugh, says Sergei Chernitsyn, director of public relations, "Norilsk Nickel", the CEO who until last week was Prokhorov.
January scandal well blended into antiglamurnaya advertising concept invented "nidanas" for an inexpensive juice "Sokos" says Kurin. When "Nidan" purchased the brand at the Ostankino Dairy Combine it, he said, has been "forgotten and abandoned." To increase its recognition aims to advertising, to dispel myths about the beautiful life. The first two videos "Sokos" ("The Beach" and "Cafe"), appeared on television last fall, too, got rich in anecdotes, but the stories were fictional. "Alpine history turned up very well", - rejoices Kurin.
Not all girls dream to get to Courchevel, explains his idea of video developer Andrew Amlinsky, creative director of the agency «Amlinsky - Creative Strategy", a recognized master of shocking advertising. They invented the slogan "Sosa for a penny" for vacuum cleaners advertising network "Eldorado" and "One in ten Europeans put on the bed IKEA» for the eponymous retail chain caused a scandal.
Harping on real-life stories, especially the scandalous or criminal overtones - a rare admission in advertising. Interviewees "Vedomosti" experts reminded only radio advertising deodorant Axe, which used elements of scandalous news. "For example, the disappearance of politician Ivan Rybkin [presidential candidate - 2004], who had gone to Ukraine and disappeared for a time, was beaten in the radio spots as follows:" He was last seen in the store to buy a can of deodorant Axe », - says CEO of marketing agency IQ -Marketing Natalia Stepaniuc. Poleski Alexander, brand manager of the company Axe Unilever, does not undertake to assess the effectiveness of the advertising because it was part of a large-scale campaign.
One of the most famous examples of the transfer of the real scandal in advertising - videos Israeli manufacturer of household chemical Lever Israil, emerged in 1998 after a sex scandal involving the then US President Bill Clinton and Monica Lewinsky. In advertising washing powder with stain remover Biomat featured some Lavinskaya: her house comes FBI agent and removes the stain on the dress. Powder copes "even with stains on the reputation," read a slogan.
The scandal involving celebrities always attract attention, I'm sure Stepaniuc, but it is not clear whether he will favor juice brand. Most viewers will not understand the essence of the story. History Prokhorov according to polls Fund "Public opinion" interest only 1% of the population of Russia, as well as divorce, Roman Abramovich, and it is unlikely these people are the target audience for nidanovskih juice adds Michael Dymshits, CEO "Dymshits and Partners».
The company "Nidan Juices" is among the four largest juice producer in Russia. It produces juices "My Family", "Champion", drinks "Yes" Caprice Tea iced tea, etc.. The rights to use the brand "Sokos" acquired in 2006, "Nidan" controls 17, 8% of the Russian market in kind of According to "Business Analytics". Co-owners of "Nidan" - Igor Shilov, Leonid Shaiman and Csaba Baler. I>
Elena Gorelova, Cyril Koryukin
via vedomosti.ru
Watch video!
In January, the French Courchevel detained several dozen Russian tourists. Among them was Mikhail Prokhorov, co-owner of holding "Interros", owns a controlling stake "Norilsk Nickel", "Polyus Gold" Rosbank "Prof-Media" and many other companies. Forbes magazine estimated the state Prokhorov and his partner Vladimir Potanin at $ 13, 5 billion each - 38th place in the list of the richest businessmen in the world. However, in February, the partners announced that they decided to split the assets of the business and continue separately.
Prokhorov could not be reached, but it is unlikely he had seen the video. He does not watch TV, but if you saw this ad probably would laugh, says Sergei Chernitsyn, director of public relations, "Norilsk Nickel", the CEO who until last week was Prokhorov.
January scandal well blended into antiglamurnaya advertising concept invented "nidanas" for an inexpensive juice "Sokos" says Kurin. When "Nidan" purchased the brand at the Ostankino Dairy Combine it, he said, has been "forgotten and abandoned." To increase its recognition aims to advertising, to dispel myths about the beautiful life. The first two videos "Sokos" ("The Beach" and "Cafe"), appeared on television last fall, too, got rich in anecdotes, but the stories were fictional. "Alpine history turned up very well", - rejoices Kurin.
Not all girls dream to get to Courchevel, explains his idea of video developer Andrew Amlinsky, creative director of the agency «Amlinsky - Creative Strategy", a recognized master of shocking advertising. They invented the slogan "Sosa for a penny" for vacuum cleaners advertising network "Eldorado" and "One in ten Europeans put on the bed IKEA» for the eponymous retail chain caused a scandal.
Harping on real-life stories, especially the scandalous or criminal overtones - a rare admission in advertising. Interviewees "Vedomosti" experts reminded only radio advertising deodorant Axe, which used elements of scandalous news. "For example, the disappearance of politician Ivan Rybkin [presidential candidate - 2004], who had gone to Ukraine and disappeared for a time, was beaten in the radio spots as follows:" He was last seen in the store to buy a can of deodorant Axe », - says CEO of marketing agency IQ -Marketing Natalia Stepaniuc. Poleski Alexander, brand manager of the company Axe Unilever, does not undertake to assess the effectiveness of the advertising because it was part of a large-scale campaign.
One of the most famous examples of the transfer of the real scandal in advertising - videos Israeli manufacturer of household chemical Lever Israil, emerged in 1998 after a sex scandal involving the then US President Bill Clinton and Monica Lewinsky. In advertising washing powder with stain remover Biomat featured some Lavinskaya: her house comes FBI agent and removes the stain on the dress. Powder copes "even with stains on the reputation," read a slogan.
The scandal involving celebrities always attract attention, I'm sure Stepaniuc, but it is not clear whether he will favor juice brand. Most viewers will not understand the essence of the story. History Prokhorov according to polls Fund "Public opinion" interest only 1% of the population of Russia, as well as divorce, Roman Abramovich, and it is unlikely these people are the target audience for nidanovskih juice adds Michael Dymshits, CEO "Dymshits and Partners».
The company "Nidan Juices" is among the four largest juice producer in Russia. It produces juices "My Family", "Champion", drinks "Yes" Caprice Tea iced tea, etc.. The rights to use the brand "Sokos" acquired in 2006, "Nidan" controls 17, 8% of the Russian market in kind of According to "Business Analytics". Co-owners of "Nidan" - Igor Shilov, Leonid Shaiman and Csaba Baler. I>
Elena Gorelova, Cyril Koryukin
via vedomosti.ru
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