Tokarev

Tokarev We focus on branding, communications, product development, and miracles. In times of total control and political correctness. Somebody should keep the roots.

In times of change and turbulence, data and Big Data, artificial intelligence and augmented reality, neuromarketing and online-tracking, algorithms and programmatic ads, targeting and re-targeting, testings and A/B testings, double-checking and triple-checking. In times when video bloggers, social influencers, tech-evangelists and eco-activists have too much of a voice. Should remind us that numbe

rs are just a feeling. There is nothing objective. Even the taste of a product doesn't exist. People don't know what they want. Respondents lie. Somebody should be a troublemaker. Should ask uncomfortable questions, build controversial hypotheses, make risky decisions, challenge the status quo. Somebody should be a problem-solver. Help corporations. Tech entrepreneurs. Winemakers. To help them all to find, design, and communicate the value for their consumers. We are experienced troublemakers and problem-solvers for the new era.

NO LABEL EXPERIMENTWe sent two bottles of wine without labels to 50+ marketing executives asking if they could define by...
12/11/2022

NO LABEL EXPERIMENT

We sent two bottles of wine without labels to 50+ marketing executives asking if they could define by blind testing where the premium French wine was and where the basic Russian one was.

Opinions were divided. 70% decided that French wine was in bottle No. 2, more than 20% - in bottle No. 1.

Only three people realized that both bottles contained the same wine. By the way, a "garage" wine from the south of Russia, poured from the same barrel, on the same day, into the two types of bottles.

What did we want to prove by this simple experiment? Marketing shapes your mind. Even taste.

12/11/2022

NUTELLA
CASE STUDY

Being a strategic partner of NUTELLA for the second year in a row, we‘ve developed and successfully launched the new communication platform — HAPPINESS FOR BREAKFAST (СЧАСТЬЕ НА ЗАВТРАК) — and expanded the target audience. Which resulted in the growth of brand pe*******on and brand equity as a 'top choice for breakfast.'

During that period, we‘ve probably made the bravest campaign in the brand life, which results in the highest sales in NUTELLA history in Russia, has acclaimed as 'best practice' both by Ferrero and YouTube and received 3 Effie Awards.

12/11/2022

NUTELLA TO WOMEN

Being a strategic partner of NUTELLA for the second year in a row, we‘ve developed and successfully launched the new communication platform — HAPPINESS FOR BREAKFAST (СЧАСТЬЕ НА ЗАВТРАК) — and expanded the target audience. Which resulted in the growth of brand pe*******on and brand equity as a 'top choice for breakfast.'

During that period, we‘ve probably made the bravest campaign in the brand life, which results in the highest sales in NUTELLA history in Russia, has acclaimed as 'best practice' both by Ferrero and YouTube and received 3 Effie Awards.

12/11/2022

NUTELLA TO MEN

Being a strategic partner of NUTELLA for the second year in a row, we‘ve developed and successfully launched the new communication platform — HAPPINESS FOR BREAKFAST (СЧАСТЬЕ НА ЗАВТРАК) — and expanded the target audience. Which resulted in the growth of brand pe*******on and brand equity as a 'top choice for breakfast.'

During that period, we‘ve probably made the bravest campaign in the brand life, which results in the highest sales in NUTELLA history in Russia, has acclaimed as 'best practice' both by Ferrero and YouTube and received 3 Effie Awards.

OUR BEST WORKIn 2011, Vedomosti was the most respected independent newspaper in Russia. But at the time, it's hard copy ...
12/11/2022

OUR BEST WORK

In 2011, Vedomosti was the most respected independent newspaper in Russia. But at the time, it's hard copy audience dropped badly and reached an all-time low.

Russia holds the 159 place in the world in the political rights and freedoms ratings, 142nd place - in the freedom of the press scale, and is number 2 in the amount of the journalists killed over the past 10 years.

So what did the newspaper, well-known for its objectivity and impartiality, have to do? Only publish OUR BEST ARTICLE — Article 29 of the Constituion.

As a result, in just one month Vedomosti daily audience increased 36%.

12/11/2022

OUR BEST WORK
CASE STUDY

In 2011, Vedomosti was the most respected independent newspaper in Russia. But at the time, it's hard copy audience dropped badly and reached an all-time low.

Russia holds the 159 place in the world in the political rights and freedoms ratings, 142nd place - in the freedom of the press scale, and is number 2 in the amount of the journalists killed over the past 10 years.

So what did the newspaper, well-known for its objectivity and impartiality, have to do? Only publish OUR BEST ARTICLE — Article 29 of the Constituion.

As a result, in just one month Vedomosti daily audience increased 36%.

HUNTUNG SEASON IS OPENVISUALSArgayasha Chicken is a local but ambitious brand. Therefore its advertising campaign became...
12/11/2022

HUNTUNG SEASON IS OPEN
VISUALS

Argayasha Chicken is a local but ambitious brand. Therefore its advertising campaign became national news. Several amateur videos, published on the Internet raised concerns from citizens, disputes among zoologists & environmentalists and official statements from authorities. The revealing that followed the campaign was no less provocative: Federal Anti-Monopoly Service attempted to ban the TV ad.

12/11/2022

HUNTUNG SEASON IS OPEN
CASE STUDY

Argayasha Chicken is a local but ambitious brand. Therefore its advertising campaign became national news. Several amateur videos, published on the Internet raised concerns from citizens, disputes among zoologists & environmentalists and official statements from authorities. The revealing that followed the campaign was no less provocative: Federal Anti-Monopoly Service attempted to ban the TV ad.

12/11/2022

ACTIMEL
FIRST EVER SUCCESSFUL VIRAL CAMPAIGN IN RUSSIA

To stop the yearly seasonal sales drops of ACTIMEL, we created the first ever successful viral campaign in Russia — SURVIVE TILL HOLIDAY.

In 2006, we went for the office clerks going crazy from overworking — instead of moms & kids. We pointed to the stress as the one weakening the immune system — instead of blaming it on the bacteria. And we spread it all on the Internet — instead of TV.

As a result, 5+ million views of videos, thousands of ‘cries for help’ at the campaign website, 14% sales increase, 5% brand awareness increase, 5 Cannes Lions shortlists, and the campaign adaptation for European markets.

12/11/2022

ACTIMEL
FIRST EVER SUCCESSFUL VIRAL CAMPAIGN IN RUSSIA

To stop the yearly seasonal sales drops of ACTIMEL, we created the first ever successful viral campaign in Russia — SURVIVE TILL HOLIDAY.

In 2006, we went for the office clerks going crazy from overworking — instead of moms & kids. We pointed to the stress as the one weakening the immune system — instead of blaming it on the bacteria. And we spread it all on the Internet — instead of TV.

As a result, 5+ million views of videos, thousands of ‘cries for help’ at the campaign website, 14% sales increase, 5% brand awareness increase, 5 Cannes Lions shortlists, and the campaign adaptation for European market

12/11/2022

CHAIKOFSKY SUGAR ENERGY
CASE STUDY

PHASE I
National research revealed that people are in love with sugar but only few realize that it is the daily source of our energy. ‘Pure energy’ positioning was aimed to expose this amazing story. Sugar cube battery and green (eco) background became a new product design.

New packaging failed at the focus groups but succeeded in test sales. Complete shift to the ‘sugar battery’ resulted in 24% sales increase.

PHASE II
New Chaikofsky Sugar positioning is based on a scientific fact: sugar gives energy. And there is even more: sugar battery prototypes were created a long time ago, Cuba runs sugar powerstations, rocket fuel is made of sugar mixed with saltpeter.

So why not turn sugar cube into the object of national pride instead of oil?.. Thus ‘Sugar Research Center (SRC) named after Chaikofsky’ was born and became the newsmaker for top Russian mass media. Especially attentive was Andrey Loshak in his journalist investigation series called ‘Sweet Professor’.

As a result, unaided awareness of Chaikofsky increased up to 54% (+20%), purchase intent based on new packaging – up to 71%. 65% are confident sugar is the future of alternative power.

12/11/2022

CHAIKOFSKY SUGAR ENERGY
FILM ABOUT THE PROJECT

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