Coca-Cola Bulgaria: Bankia
2008 REBRAND 100 Winners > merit
Industry: Beverage - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Bankia is a Bulgarian mineral water brand owned by The Coca-Cola Company. In 2005 the brand ranked 3rd in the market but it was still one of the most respected names: Bankia. Challenge - Although a name with a long tradition, Bankia’s brand equity was in great danger, as the outdated package design made the brand invisible at the shelf and it badly influenced perceived quality. Facing irrelevancy and D-listing in the marketplace, the challenge was to get the rebranded Bankia on the shelf within 6 month’s time and to gain volume share. Strategy - To rejuvenate the rigid image of Bankia, BrandTailors looked for inspiration in the name of the brand: Bankia. Brand Tailors learned that this geographical area was gifted with unspoiled natural landscapes and the purest mineral water springs. Portraying the purity of the water and the feeling of serenity provoked by Bankia’s environment, the new result was a statuary package design empowered by a solid visual identity. At the same time, a new slogan ("Science and Soul") was created. In a memorable, distinctive phrase, it combines key brand traits, and enshrines a credible aspirational horizon in a human tone of voice. Result - After 6 months since launch, early 2006, official retail audit data reported Bankia ranking 2nd position in terms of volume; 1 year later, Bankia was reported 1st on the market volume-wise. Credits: Client: Coca-Cola Bulgaria - www.coca-cola.bg Brand Strategists/Designers: BrandTailors - www.brandtailors.com Creative Director: Janos Kurko Brand Consultant: Andreea Lupu Project Leader: Beatrice Danis Account Executive: Roxana Iancu [back] |
