ZIZIN mineral water company announced a new brand image and the launching of a positioning campaign. The main concept of the new brand image and campaign is harmony and urging people to achieve, according to a statement released by the company.
The objective of repositioning the ZIZIN brand on a new territory was the start of all the changes to come. ZIZIN has aligned itself with modern life requirements, addressing families who make smart choices and has shaped a unified image, through an integrated campaign that starts from its visual identity and continues in ATL and the online environment.
The repositioning of ZIZIN has as a starting point the harmony of the product, by highlighting its benefits – “microbiologically pure mineral water at source” and “flat mineral water with neutral pH” – and this translates to “harmony of the whole family”.
In ZIZIN‘s vision, a harmonious family life means that tasks and responsibilities are equally shared between the family members; it means assuming the role of the parent that you are today, but also the right not to forget who you were before that and what makes you happy.
”After 2 years of analysis and design, we have established a new position for our brand, one anchored in the reality of the society in which we live in. This process also means a new design of the packaging, a slight redefinition of the logo and a new label concept, unique on the Romanian bottled water market, made by the Brand New agency. The Propaganda team combined these elements and developed our new creative concept which we embraced with confidence and enthusiasm. We strongly believe that finding inner harmony is vital to enjoying every moment with our family. ” – Laura Lazăr (CEO, Apemin ZIZIN)
The new brand image is visibly expressed both in the communication campaign and also in terms of graphics. It can be found in the design of the packaging through various icons that visually support the concept of harmony. In addition to the new forms of PET containers, the key elements that define the new packaging direction are represented by a double labelling which is an unique visual concept in the category of bottled water. Exceptions are the 5, 10 and 19 liter SKUs.
www.zizin.ro, the ZIZIN official website, was relaunched with a new structure, graphics and content, which responds much better to today’s online browsing trends.
The new ZIZIN campaign includes three TV spots (https://www.youtube.com/user/apazizin), and was developed by PROPAGANDA, ZIZIN’s new communication partner. The campaign also includes a Social Media component (https://www.facebook.com/apamineralazizin/) and a Digital one.
Brand New agency was ZIZIN’s partner in the rebranding process and was the one who developed the new brand image and the new packaging; the media component is signed by the Initiative Media agency.
ZIZIN: Laura Lazăr (CEO), Laurențiu Lazăr (President of the Board), Andreea Teodorescu (Marketing Consultant), Mihai Pârvulescu (Marketing Specialist), Georgiana Forsea (Marketing & PR Specialist), Roxana Ola (Marketing Assistant).
Propaganda: Costin Milu și Cătălin Manciuc (Group Creative Directors), Adrian Marciu (Art Director)
Mădălina Râpeanu (Strategic Planner), Bogdan Ivașcu (Group Account Director), Andreea Racoceanu (Account Manager), Marcela Moldovan (AV Director).
Brand New: Vlad Bojan (Senior Graphic Designer), Cristina Hanciarec (DTP), Ionela Stoica (Senior Account Executive), Mădălina Oanță (Branding Director).
Initiative Media: Ruxandra Ștefan (Strategy & Planning Director), Anca Tănase (Head of Unit & Account Director), Ioana Urechescu (Junior Media Planner) și Corina Burlan (Senior Researcher)