“Bread region White” is the new product with the unusual positioning for the category, which doesn’t have conspicuous analogs in Russian kvass market yet. It is a craft kvass for modern urban residents, natural and stylish – in line with current consumer trends.

“Bread White” needed to refresh the label design, according to its positioning and able to attract young active audience, which is not close to traditional kvass rhetoric of "Slavic-peasant patriotism".

The super task of the product is to increase the frequency and to extend the seasonality of consumption, to increase the value of the whole category of kvass.

In cooperation with “Baltica” we have refreshed the design of “Bread region White”, using the style of stencil graffiti. Such solution allows to emphasize the image of this kvass as trendy and fashionable city drink, to be separated from the traditional for this category field and rural subjects, to expand the audience by attracting young people.

Recognizable style of stencils and graffiti doesn’t lose relevance and popularity, it lives in urban area, its performers and audience are young urban citizens. Their lifestyle is active, mobile, with a share of adventurism and extreme, in many respects it is designated and symbolized by the style of “Bread region White” design.

Ekaterina Potokina, the senior director of development of the licensed, low-alcohol and non-alcoholic brands of “Baltika”: “Brad region White” is the unique, unparalleled novelty in the category of kvass. This product is aimed at the youth audience, perfectly quenches thirst and can become a worthy alternative to carbonated non-alcoholic beverages".

“Bread region White” rises on the shelves of stores in Russia in April-May 2017. Its promotion does not involve massive media support – the calculation is made to attract attention at points of sale, the originality of the product and its allocation in a competitive series, largely due to the original design. How justified is this calculation – we will learn soon.