To keep up with the new values of the audience and to continue setting a development direction for the whole category, in 2020 Rich launched an update of its communication and visual style. The foundation of the platform was the idea of self-improvement, growth and time alone with yourself that is so important for the audience of perfectionists and experimentalists.
As part of the campaign we launched a special project on theblueprint.ru together with an artist Monika Dubinkaite, a 3D artist and illustrator Varya Schuka and a songwriter and musician Kostia Pohvalin (Poco Cox). Authors of the Rich special project “Inspired by the New” created an unusual art object – a digital triptych devoted to their favourite hobbies. It was inspired by the elements of the new packaging and its aim was to communicate the idea of the perfect moment alone with your hobby. In the video the heroine explored the new Rich packaging, going from one letter of the logo to another, following an orange that led her to the moment alone with herself, enjoying the taste of Rich. On the Oktyabr cinema media facade the video transformed – there the exploration of each letter was done simultaneously, and the letters shaped the brand’s logo.
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