Derzhava is a brand of Russian bulk sweets manufactured by Mars . Despite an extensive advertising campaign, multi-million dollar funding and novelty, Derzhava became one of the biggest commercial failures in the history of Russian marketing.
| Power | |
|---|---|
 | |
| Industry | candies |
| Current owner | Mars |
| Country of origin | Russia |
| Start use | 2000 |
| End of use | 2003 |
| Markets | Russia and the CIS countries |
| Tagline | “A treat for communication! " |
Content
Create and Close
In 2000, Mars launched a new brand of sweets under the name “Power” on the Russian markets. The release of chocolates was accompanied by an expensive advertising campaign [1] . The ways of advertising new sweets caused mixed reviews from marketers [2] . The teasing advertisement read: “The streets will soon empty ”, “The husband will return from work on time ”, “ Thousands of women will relish the details ” [3] . Different tastes of sweets were divided into series: “Countries of the world”, “Theaters of the world”, “Russian monarchs”, etc. The novelty of these sweets was that on the reverse side of the candy wrappers there was little information about the subject or person that was portrayed on a candy wrapper. A total of 10 episodes were planned.
According to the creators of sweets, small and informative articles inside candy wrappers contributed to an interesting and lively conversation during tea drinking [4] . The advertising slogan of "Power": " " Power "- a treat for communication ."
At first, new sweets were popular with buyers. However, after 2 years, the brand ceased to pay off and became one of the largest failures of Mars. Marketers “Mars” tried to correct the situation, and sweets began to be sold in closed boxes (loose sweets “Power” ceased to be produced). However, such measures led to a rise in price of sweets and a decline in their consumption. As a result, an expensive and promising brand was finally removed from sale in 2003 . It was also suggested that the "Power" was too similar to the sweets of "Red October" and "Babaevsky" [3] .
The “Mars” concern tried to compensate for the damage from the failure of the “Power” by issuing a series of canned soups “ Gurmania ” [5] , which in the end also had to be removed from sale [4] .
See also
- " Skeletons "
Notes
- ↑ A treat for communication, or the history of sweets “Power”
- ↑ Mars launches chocolate show
- ↑ 1 2 Starov S. A. It is a shame for the "Power": why didn’t Russians like the brand of chocolates // Marketing: cases from the collection of GSOM SPbSU. - Publishing House of St. Petersburg University. - S. 339, 303-316. - ISBN 978-5-9924-0002-1 .
- ↑ 1 2 Brands also have a life span. Departed Brands
- ↑ The story of the fall of the "Power"