| Cadbury Romania: Silvana
2010 REBRAND 100 Winners > notable
Industry: Food
Component Rebrand
Country Base: Romania
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - In 2007, Cadbury Romania acquired Silvana – one of the oldest Romanian candy brands – from Kraft, and decided on a rebranding process in order to increase the brand’s market share in a very competitive environment. The only brand element that needed to be maintained was the name, due to its high awareness level.
Challenge - The candy market has been very effervescent in the past few years, displaying new product launches, new brands and rapid market growth. Thus, the challenge of the project was to redesign Silvana’s visual identity and introduce a new packaging concept that would sustain further SKU development.
Strategy - BrandTailors approached the project by first conducting a qualitative market research study which identified sweets, in the minds of Romanians, as a source of optimism. Candies are the happiest and most colorful of all sweets, and are traditionally shared with those around you. Thus, Silvana brand identity originated from the concept of a “happiness bubble” that engulfs both you and your friends. The packaging concept was based on a swirl of joyfulness. Considering that candies are an impulse buy, the packaging was depicted with fresh and unexpected color combinations that would guarantee maximum impact and would outshine Silvana’s competitors on the shelf.
Result - The new Silvana was launched in June 2008. By October 2008, the value share already increased by 36%, due solely to the new packaging. After the communication campaign, the market share by August 2009 increased by another 26%, leading to a total increase of 73% versus the market share before the rebranding.
Credits:
Client: Cadbury Romania - www.cadbury.com
Brand Strategists/Designers: BrandTailors - www.brandtailors.com
Creative Director: Janos Kurko
Brand Consultant: Beatrice Danis
Account Manager: Alina Cranga
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