Ingro – Russian Pumps

Agency: :OTVETDESIGN
Project Type: Produced, Commercial Work
Client: Ingro. Russian Pumps
Packaging contents: Household equipment
Location: Russia

OBJECTIVE:
Bring to market low-priced pumping household equipment under INGRO brand name under the conditions of the active substitution of European brands. Target audience: 1. Sales managers of special purpose hardware stores where packaging is not available for a customer. 2. Summer visitors who buy pumps individually in small hardware stores where packaging is available for a customer.

SOLUTION:
We created close and clear characters that are as vivid as all next-door neighbors are. A pumping Russian woman, a linchpin of the house. Funny folks who definitely cannot go without a dekaliter. A sleaze-bucket with dirty deeds and pure intentions. So, we turned soulless machines into stand up guys who never let you down. INGRO pumps started “speaking” the same language with sales managers and customers and became heroes of the masses.