"Kefir is drinkable, what about you?" How Molokiya reinvented kefir for the youth

Молокія
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How often do you buy kefir? Not for a trendy diet or due to a gastroenterologist's recommendation, but just because. Probably not very often, as kefir is one of the least popular dairy products. Or at least it was until the emergence of kefir Emojis from the brand "Molokiya."

The company decided to engage a younger audience, and for this purpose, they created a line of to-go kefirs with trendy packaging.

The concept of "kefir that reflects your mood" appeared before February 24th – it was an internal idea of the team, not involving an agency for development. However, due to the beginning of a full-scale invasion, the launch had to be postponed. Despite doubts about the appropriateness of launching a campaign about emotions and positivity, Molokiya decided to take a risk, and they didn't make a mistake. The concept was adjusted to the current realities, and Emoji kefirs appeared on supermarket shelves – with trendy emojis that could express any mood.

In one product, two messages about the importance of physical and emotional health were combined. Kefir is an incredibly beneficial and tasty drink, but young people hardly buy it. Even in Molokiya, it consists of just two ingredients: milk and ferment. Hence, it aids digestion, cleanses the body, and uplifts the mood. And it's thanks to the "emotional" component that the audience was "refreshed," attracting the attention of social media users and supermarket shoppers.

"We love you for being different: cheerful, sad, cool, funny, and so in love. Our kefir is drinkable, what's your mood today?"

Kefir Emoji became an extension of another familiar product, one that listens to the consumer and wants to know how they're doing. On social media, the four emojis turned into situational visuals that resonated with the audience. Tractor forces, Kiev Ghost, "Russian military ship," "Oh, in the meadow, a red viburnum" – sketches with emotions became viral. They were shared in stories, with friends, and saved for the future. To bring a smile when the burden of news and events gets heavy.

By combining novelty with familiarity, consumers immediately noticed the kefir – they approached the shelves in supermarkets and decided which emotion suited them today. So, the choice wasn't between Molokiya kefir and another brand, but between kefirs from Molokiya. And who would win: the cool or the in-love emoji?

Therefore, the coolest brand ambassadors for the new kefir became the consumers themselves, sharing photos and videos on their personal social media pages. The blend of a traditional and beneficial product, modern design, and convenient packaging turned out to be the perfect recipe for a marketing campaign. Just like preparing kefir: only milk and ferment – nothing excessive.

It seems that kefir is a very simple and traditional drink, and there's nothing new to invent for its promotion. But when the desire is to create a cool product and convey its benefits to the audience, there's always room to grow. With this product, the brand "Molokiya" demonstrated how important it is to listen to consumers and genuinely pay attention to them. Especially now, when people value the opportunity to share their feelings so much.