Unimilk Re-launches Letniy Den with New Fresh Design
The carton design has been updated to use a new, fresh and colourful, format available in both 500ml Pure-Pak and one-litre Pure-Pak cartons.
6/6/2011 --- The Letniy Den’ brand has been re-launched by Unimilk with a new engaging design in 500ml and 1L Pure-Pak cartons.
Meaning ‘Summer Day’ Letniy Den’s key message is ‘try the taste of summer’ and its new high quality bright design is a huge leap forward from its previous very traditional image and for the Russian fresh milk and Kefir sectors – both in terms of product and packaging.
The carton design has been updated to use a new, fresh and colourful, format available in both 500ml Pure-Pak and one-litre Pure-Pak cartons. “The high quality print was seen by Unimilk to work in synergy with the new bracing design, helping to create shelf standout. The new look plays on the themes of light, happiness and the ‘try the taste of summer concept’ that comes from the fact that milk is more tasty during the summer thanks to lush grazing for the cattle,” explains Victoria Ovchinnikova, Elopak’s marketing manager in Russia.
Covering a wide range
The brand consists of a fresh dairy range including butter, cream cheese, kefir, ryazhenka (fermented baked milk), snezhok (sweetened sour milk), sour cream, milk, baked milk, and drinking yoghurt. The Letniy Den’ brand is produced at one of Unimilk’s factory - Smolenskiy Dairy factory in the Smolensk region south west of Moscow.
Letniy Den’ targets families with children who are attracted to fresh, high-quality milk produce. Marketing includes television advertisements and a large online presence with a series of separate websites to drive awareness of each Unimilk brand.
With 18% of the Russian fresh milk market, Unimilk is one of the top five largest players and one of the dairy market leaders in Russia and the CIS. The company was founded in 2002 and a majority share has since been purchased by Danone.
Unimilk’s product portfolio includes high quality dairy products across many consumer segments. Its well known brands include Aktual natural dairy and fruit, Bio Balance functional dairy, Prostokvashino traditional dairy, Tyoma baby food, plus Smeshariky enriched dairy products for kids.
