Slavyanka appoints We Are Pure to develop and reposition product range
Russian confectionary brand Slavyanka has tasked We Are Pure to reposition, rationalise and develop its product range.
The agency will be the first to work with the company outside of Russia, and currently has a range of over 400 products, with new brands, packaging, website and POS set to be created.
One of the tasks is to create new brand character to run across the entire range.
David Rogers, creative partner for We Are Pure, commented: “As well as our big brand experience, the management team at Slavyanka felt comfortable with our existing Russian retail links and was also impressed with the fact that we have created two of our very own confectionery brands.
“Having My World fairtrade chocolate for children and the Sugar Plum line of confectionery for adults under our belt, demonstrates that we not only have the ideas, but also have the experience to successfully take a new brand to market.
“Our work with Slavyanka will be about taking an existing brand, packed with history and introducing it to a new generation. It is a family-owned business and it is important to retain that sense of heritage and, as a team, we are well positioned to do that with sensitivity and consideration for what has gone before.
“We will be aiming to create an overall, credible umbrella brand, which will unite all of the other sub-brands, allowing them to tier down from this starting point as we move forwards,” he concluded.