Our tasks
- Objective: To develop a creative concept for the new chocolate brand Very Peri that would reflect the shift in Ukrainians’ emotional state after the start of the full-scale war and redefine the brand’s role in the new reality.
Realization
- We chose a mission to support Ukrainians and remind them that even in the most difficult times, there is always room for joy. Instead of the category’s traditional communication around happiness and pleasure, we encouraged people to notice and value moments – Very Peri moments. Everyday micro-moments that give strength, offer support, inspire hope, and help people find reasons to smile.
- To build recognizable communication, we developed a text constructor with a unified message logic – “Very Peri moments are when…” – and turned the chocolate bar into the brand’s key visual symbol: camera lens through which viewers could see their own Very Peri moments.
- By consciously moving away from expensive production, we used stock videos, which allowed us to create an unlimited number of stories with different characters and life situations, quickly adapt creatives to seasonal occasions, and update them regularly without significant budget or time costs. As a result, we managed to avoid creative communication fatigue and maintain audience response for three consecutive seasons.
+7.4%
headroom lift based on Brand Lift study (Ad Recall) conducted in March 2026 - indicating brand ad recall uplift vs. Google benchmark. Confirming that the creative remained relevant and effective even after an extended period in media.
70.7%
average monthly VTR for 15-second YouTube in-stream ads during November 2025 – March 2026, demonstrating strong audience engagement even in the third consecutive season.
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