Challenge
Odyseja prepared and communicated the new line of ZEW for men cosmetics on the market. The goal was to differentiate the brand and its products and reach those customers who had never heard about ZEW for men products before.
Strategy
We were the first on the market to use a new active ingredient, black chaga. Together with the customer and a graphic studio we created a new line of men’s care cosmetics which included: after-shave balm, face and body cream and beard oil. We created communication strategy presenting the new ingredient as unique and precious gift from wild nature. We prepared the creative concept, “Legend on black chaga”. We presented a hero, a wanderer with whom the customer may identify and discover the new ZEW ingredient in the wilderness.
Execution
Within the creative concept “Legend on black chaga” we prepared an animated movie in the style of a fairy tale for adults, which, after a few trailers, was posted in social media of the brand. We created an interactive subsite in the form of a fairy tale map and a bot activated in Messenger to let customers experience an adventure: they could play a hero and discover a new ingredient and information about new products on the website.
Effects
Thanks to the new active ingredient, the black chaga, we strengthened the image of ZEW for men as the innovative brand that searches for non-standard solutions in men’s care, and we broadened the present target group by gaining new customers.
Awards for the brand and product
Product of the Year 2018 Men’s Health – distinction for the after-shave balm with black chaga as the best balm.
Product of the Year 2018 Men’s Health – body and face cream with black chaga as the best innovation among face products in the opinion of readers and the competition jury.
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