JSC Rosinka Company successfully produces and sells water, juice and energy drinks, tea and nectars. The company has achieved significant results Case of Ingate Communications and has become one of the leading manufacturers of water and soft drinks in Russia.

The line of juice-containing drinks “Fruitmotiv” is one of the flagship products of JSC “Rosinka Company”.

The plant’s products are present in germany whatsapp data more than 70 thousand retail outlets throughout Russia and in all major federal chains.

Initial data

The Fruitmotive brand is represented on the VK social network, but to achieve business results, instead of traditional SMM, it prefers special projects with game mechanics to interact with its audience.

Various game mechanics encourage people are fed up with messages interactivity and content sharing, which enhances brand engagement and Case of Ingate Communications strengthens the community.

All this ultimately leads to greater brand recognition and customer loyalty.

Project objectives

In 2024, a film about the main characters’ nostalgic memories of their childhood and first love with the lead singers of a popular 90s music group was released in Russia. The Fruitmotive brand made an advertising integration into the film and planned activity for the summer in its VK community together with the film’s production team.

In the spring of 2024, the goal was betting email list set to prepare the ground for the upcoming activity and to warm up the interest of a wide audience in integrating the brand into the film. In addition, the special project was suppose to increase the loyal audience of the brand community in VK.

Solution

Target audience

The brand’s community is dominate by Case of Ingate Communications users age 35 and over, whose childhood and youth occurre in the 90s.

 

Creative idea

The creative team analyzed the age and interests of the brand’s audience on VK, the idea of ​​the film, and key trends in social networks among the target audience. When developing the idea of ​​the special project, we wanted to hook the audience not with expensive prizes, but with real emotions.

This is how the idea of ​​a special project on memories of the 90s in the style of those times was born. It was important for us to emphasize the positive emotions that Fruitmotive drinks evoke, as well as warm memories from the past, because they are also a source of joy.

The name of the special project was obvious. We combined the client’s brand name and nostalgia for the 90s. The result was a resonant and memorable name – “Frutstalgia”.