Macho Gaspacho

Creative Agency: DDVB
Project Type: Produced, Commercial Work
Client: Ochakovo
Location: Moscow, Russia
Packaging Contents: Juice

Background
Ochakovo is the leading Russian producer of natural beverages. As an expert and a market leader It actively creates new niches and offers customers unusual products.

One of such “novelties” has become the new brand “Macho Gaspacho”. The product is a “rich juice”, which can also be used as a basis for soups thanks to its special organoleptic properties.

The product contains no water – only 100% vegetable puree. Due to its unique formula, natural composition and convenient format for fast consumption (0.5 liter packaging), Macho Gaspacho can be an ideal solution for a hearty and healthy snack. Or it can be an assistant for preparing delicious dishes based on recipes of Mediterranean cuisine. In summer it can be eaten cold, and in winter – it can be heated.

New brand meets some challenges: not only to expand the assortment of “Ochakovo” natural juices , opening an unusual category for the Company products, but also to increase sales, by creating new consumer habits.

Challenge
To develop a visual image for the brand of rich soups “Macho Gaspacho”, which includes 3 SKUs – Andalusia (tomato), Valencia (pumpkin), Sevilla (beetroot). The new design should be bright, attracting attention and clearly rebuilding the product from competitors on the juice shelf, stimulating consumers to test purchase.

Solution
Gazpacho soups are recognized as one of the best dishes of Spanish cuisine. A mixture of natural ingredients perfectly replenishes energy for active daily life and quenches thirst.

The image of the new brand of “rich juices” is based on the imitation of a slate board with an abundance of chalk inscriptions – an integral element of the interior of every Mediterranean cafe. On these surfaces there may appear sketches of recipes, menu options, notes for neighbors or just phrases with the wishes of a good day. On the sides of the package there are culinary tips – “winter” and “summer” recipes.

“Macho Gaspacho” received a modern image that contrasts brightly with competitors on the shelf, which will surely attract the attention of everyone who is looking for an easy way to a healthy diet.