Ogilvy Bucharest presents a Surprising Mix from Poiana

Cristina Blanaru Ads, Creativity

Ogilvy&Mather Bucharest signs the communication campaign for the newest product from Poiana chocolate brand, a product in Kraft Foods Romania’s portfolio.

This autumn, the brand surprised its consumers by launching Poiana Surprising Mix, a chocolate with milk and slightly salted ingredients.

Poiana offers us a special surprise with the innovative taste given by the so pleasant combination between milk chocolate and the 2 slightly salted ingredients. For 17 years, Poiana remains a product that, through innovation, revolutionizes continuously the chocolate tablets segment

Anca Romila,

Brand Coordinator Chocolate Local Brands (Poiana & Africana), Kraft Foods Romania.

The launch of the Surprising Mix has a strategic importance for the brand both locally and regionally, with the ad to be broadcasted also in other countries. That is why the creative idea of the ad had to have a meaning that would match universally.

The TV ad of Ogilvy&Mathered developed campaign is broadcasted by main TV stations.

“From execution point of view, all we had to do was to find that little predictable, actual and relevant for the entire family situation. The main character of the ad, a girl that seems a total rebel but which is very balanced in the choices that matter (in our case, a boy) has a father….totally different from what you’d expect. And, from this, the ad with and for a surprising mix”, Alexandra Manoilă, Copywriter and Adrian Marciu, Art Director explained.

Besides TV, print and outdoor, the launch of Surprising Mix from Poiana is also supported with an online and in-store campaign, together with a series of special POSMs.

The teams involved in the campaign are

  • Ogilvy&Mather: Albert Nica – Executive Creative Director, Cristian Simion – Group Creative Director, Alexandra Manoila – Copywriter, Adrian Marciu – Art Director, Cristi Dita – Senior Art Director, Oana Boghici – AV Producer, Mona-Lisa Caravaniez – Managing Director and Livia Costea – Senior Account Manager.
  • Kraft:  Anca Romila – Brand Coordinator Chocolate Local Brands, Anca Tiron – Junior Brand Manager, Diana Oancea – Chocolate Category Manager, Simona Potecu – Marketing Manager
  • Production houses: Tandem Film and Studio Ardaco Italy
  • Directors: Peter Maguire & Mario Batistoni.