DARNYTSIA IS OURS

Creative Producer - Olga Mykhalets Art Director - Iryna Pavlova Creative Director - Anna Seniuk Creative Copywriter - Dariia Tarasevych Account Managers - Angelika Horovenko, Dariia Varenyk  Designers - Liza Chepugova, Olga Zaiets Director - Anton Shtuka DOP - Anton Fursa Editor - Yegor Kadomtsev Sound Designer- Igor Bondarenko Motion Designer - Vladyslav Kalenskyy Production Manager - Olga Kramarenko Production Assistant - Alina Zanizdra

BACKGROUND "Darnytsia," a leading pharmaceutical company in Ukraine, has historically dominated in terms of physical volume but ranked fourth in revenue. Despite producing every sixth pack of medicines in Ukrainian pharmacies, only 70% of Ukrainians recognize the brand. Weak brand recognition and a preference for foreign drugs have limited sales and profits. To address these challenges, since 2020, Darnytsia has been revamping its branding and positioning. By highlighting its experience and trust across 16 countries worldwide, the company aimed to bolster consumer confidence. Their message emphasized, "We deserve your trust, as foreign consumers already trust us." With a focus on enhancing performance and increasing brand awareness, Darnytsia sought to overcome market hurdles and strengthen its position within the Ukrainian pharmaceutical landscape. IDEA With the beginning of the full-scale russian invasion of Ukraine, Ukrainians underwent a shift in perspective, embracing and appreciating their domestic products.  The conflict highlighted that Ukrainian food can be more flavorful, domestic products can perform reliably, fight effectively, and offer medical treatment comparable to foreign alternatives.  What we cherish and hold dear is our own – Darnytsia is ours EXECUTION Darnytsia's repositioning became a vibrant part of its brand identity, with the inclusion of the new brand promise "THIS IS OURS" seamlessly integrated into the logo, requiring no additional budget. "Darnytsia is ours" has since become central to all communications since 2022.   The feedback showed both the viability of the positioning and singled out audiences who did not fully understand the meanings. This gave a push to the creation of a series of campaigns that explained brand communication:   - through the cities returning from the occupation or still remaining in the occupation, like "Kherson is ours"   - values that allow us to win and become stronger "Toughness is ours",   - brand-manifesto for femininity "This is ours"   - actions that are ours "Caring is ours"   - product campaigns. RESULTS Darnytsia increased profit by 4.7 times This makes Darnytsia the #1 company in terms of market share for the first time in history   By October 2023, brand awareness soared to 96%, marking a remarkable 26% increase.   A stronger reputation paves the way for the transformation of Darnytsia into another favorite brand for Ukrainians - something much more than just a pharmaceutical company that I trust - into a brand that I love.