Kitty pack for «Vkusno – i tochka»

«Vkusno – i tochka» and Hello Kitty and Friends have released a unique set of kawaii products, including a pink burger. The long-awaited collaboration surprised the audience in every way: the taste, the type of products, and, of course, the packaging. She stood out not only in the Vkusno – i tochka's menu, but also in the fast food market as a whole. Competitors have had product launches in the Asian style, but there are no products that are so bold, bright and organic to the product and brand.

Проблема

The task is to transfer the idea of the campaign to packaging: Kitty is a portal to a unique vibrant world. And to lead the fashion for Asian style, fashionable in Russia this season.

Решение

The stylistic basis of the packaging is manga — Japanese comics — with licensed characters. If you want, come up with your own story based on the frames, and if you want, we'll tell you ours. Phrases in Japanese can be found on each package. So especially interested guests could decipher these messages from the heroes. かわいいでしょう？ The new packaging turned out to be so cool that it became a style-forming tool for the entire campaign: special projects in digital, enterprise pasting, installation design, etc. And after the successful launch of the Hello Kitty and Friends set, enthusiastic comments began to pour in, not only about the taste of the products, but also about the packaging, the design of which was discussed at the level of an iconic character.

Результаты

It can be emphasized that even the standard and well-known products of «Vkusno – i tochka» began to sell many times higher due to the packaging and collaboration with Kitty. In the first week of sales, the results are impressive: the adl line (without marmalades) grew by 43%, and the snack box showed an incredible 260% growth.