Darnytsia is ours / Роботи / Postmen – Strategy / Creative / Production

Darnytsia is ours.

Darnytsia

2023

Categories of works.

Strategy / Brend / Creative / Advertising / Production / Video production / Design

Ukrainian consumers traditionally considered the effect of foreign medicines to be greater. To gain consumer trust, Darnytsia built its export with the following brand positioning: Experience and trust in 16 countries worldwide. But everything changed with the beginning of a full-scale invasion.

Confronted with the reality of other countries, many Ukrainians realized that Ukrainian quality is better. So, we understood that the old positioning would no longer work because people began to appreciate what is ours!

This insight prompted the creation of a new positioning: Darnytsia is ours. The changes were not only implemented in the logo but also highlighted in a series of campaigns and activities that unfolded the meanings and explained the new brand communication.

As a result, as of August 31, 2023, Darnytsia became the number one in sales for the first time in its history, holding the largest market share of 5.7% and the fastest pace of development.