“Domnita” brand has been available to consumers for 12 years and is one of the most recognizable niche brands.
To refresh brand image based on the values of the Moldovan family – love, warmth, mutual understanding and care for loved ones.
Develop a communication campaign that would forge a powerful emotion for the target audience, and at the same time not provoke criticism about consuming sweet products.
The creative concept was based on the idea – Domnita has gathered a collection of sweet moments. Kids holidays, grandparents’ yard, secretly picked cherries, walking barefoot, entire family gathered around the plate with dumplings and good mood.
- Bright moments from childhood, became the storyline of the video, materializing these abstract things – to recall the pleasant sensations from our common childhood;
- For the audience’s musical engagement, was chosen the popular song “Discover Moldova” interpreted by Cornelia and Marcel Stefanet;
- The Domnita community on social networks was invited to share their sweet moments;
- The idea and visualization of the video formed the basis of the corporate calendar and notebook;
- In 2019 are scheduled offline activities developing the idea – the first was the participation of the brand, the heroine of the video and the authors of the song at Moldova Fashion Days;
- During June 2019, trips to the Vatici village were organized for over 300 children, where they could enjoy the sweetest moments of the authentic, colorful and full of adventures childhood.
The video received positive reviews in the media and high resonance in social networks – more than 770 thousand views, 5600 likes, 2250 reposts and 232 comments on Facebook.
TGM Studio, video director Macar Severin