PRODO Group held the first advertising campaign for the Black Boar brand
Photo is illustrative in nature. From open sources.
The first advertising campaign of 2023 was aimed at raising awareness among residents of the capital and nearby regions about the brand aimed at men. She started at the end of winter. Initially, an intriguing phrase appeared on the media facade of the Oktyabr cinema on Novy Arbat: “A black boar in the city.” Soon, such teasers began to be broadcast on LED screens and outdoor advertising media in the center of Moscow and along major highways, including the Third Transport Ring and the Moscow Ring Road.
The line of the Black Kaban brand includes raw smoked sausages and MEAT delicacies, which are especially appreciated by the representatives of the stronger sex. Sliced products are in the highest demand among the target group.
Рекламная кампания проводилась под слоганом «Для твоей темной стороны». Таким образом, маркетологи апеллировали к внутреннему миру покупателя и отчасти льстили самолюбию, призывая хотя бы время от времени давать себе волю побыть настоящим эгоистом.
По итогам рекламной кампании охват целевой аудитории — мужчин с высоким уровнем дохода — превысил 80%. За два месяца суммарная частота контакта оказалась выше 25, то есть потенциальный покупатель продукции под брендом «Черный кабан» видел его на рекламных носителях как минимум 25 раз.
«Черный кабан» — один из наиболее динамично развивающихся брендов «ПРОДО». В прошлом году объем продаж продукции под этим торговым знаком в натуральном выражении вырос на 56%, а в денежном — на 64%, а в I квартале 2023 года он увеличился в 1,5 раза.
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