“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;
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