On December 13, the most prestigious award in the advertising and communications industry, Effie Awards Ukraine 2019, was awarded. The projects of two brands of New Products Group were praised by the expert jury in the form of bronze figurines. PIT BULL™ was awarded in the “Branded Content and Service” category for the new unprecedented project “Pit Bull FIGHT”, and NON STOP™ won in the “Rebranding” category for “rejuvenating” the concept and updating the packaging design.
Pit Bull FIGHT, implemented together with friends and partners – #ODDEE Agency, was the first Ukrainian online show in the format of a fighting tournament. The concept of the project is based on conducting MMA fights among representatives of different types of martial arts in order to determine the most spiritually stable and the most developed “fighters in life”, which is the image that is traditionally embodied by the PIT BULL™ culture.
The results of a thorough study of the preferences of the target audience revealed that 30% are fans of MMA fighting, workouts, and the topic of sports in general. A conscious departure from sponsorship offers and traditional advertising, which are becoming less effective in communicating with modern consumers, and a desire to offer a more native format, have prompted the idea to create a project that meets the honest interests of the target audience and which has no counterparts in the Ukrainian media space. Courage and innovation helped PIT BULL™ attract new customers, significantly increase sales, and become number one in the category of energy drinks in Ukraine in market share.
NON STOP™ proved: packaging design can be no less effective a communication tool than the emotional or functional component of a brand. The new product concept is a unique creative solution invented in collaboration with TS/D Agency. The rejuvenation of a long-known and time-tested energy drink took place through the implementation of the idea of circulating infinite energy, which positively affects the body and improves the quality of everyday life.
The image of the “perfect perpetual motion machine” and the emotionally accurate message “NON STOP – Energy Can’t Be Stopped” was at the center of the entire advertising campaign, starting with the new dynamic can design and ending with the unique “endless” 2-minute videos without packshots, the average viewing time of which reached record 79 seconds. The focus on only two communication channels – OOH and Digital – helped to more accurately achieve the marketing goal through close interaction with the target audience.
“We are aware that working with energy drinks, which is still controversial in society, is not the easiest way to gain wide fame or industry awards. But it is all the more interesting for us to fight every day in a crowded and competitive field! Indeed, it is the difficulties of paving the way to minds and hearts that make us appreciate the recognition of the expert community even more, as well as come up with and implement such original projects as Pit Bull FIGHT or the “perpetual motion machine” of NON STOP™. Two bronze figurines, in view of the context of how difficult it was to get to them, we perceive as an invaluable contribution to the “golden fund” of our extraordinary experience, creative courage and all-conquering ingenuity”, – commented Elena Selyutina, PR director of New Products Group.