ChimChim – the best innovative product in Russia, 2014The Virtex Company was founded in the year 2000. The story of the development of this company began with the development of liquid smoke. A gradual extension of the product range and discovery of new areas of operations led to Virtex becoming market leaders in the area of smoked seasonings for domestic use, as well as in the sphere of marinades for meat and other products designed for use in the preparation of Korean cuisine. In the year 2013 Virtex contacted KIAN in order to undertake a rebranding of one of the key brands of the company, Чим Чим (ChimChim).The ChimChim brand has existed on the market for more than ten years, during which time it has secured the trust and confidence of consumers, and acquired a reputation of expertise in the sphere of the preparation of Korean dishes. As a result of a comprehensive marketing audit, the current positioning and brand slogan, “Made by Koreans” was recognized as having strategic potential, and the decision was taken to develop and strengthen this area of positioning across the entire brand range. The ideas of ‘expertise’, and personal responsibility and care were reflected in the renewed visual concepts. To this end, the brand acquired a famous face, the main exponent of Korean cuisine, Mikhaill Ogay. The renewed visual concepts focused attention on the logotype and the figure associated with the brand, creating a bright emotional resonance that appeals to notions of personal responsibility, something that works effectively at points of sale even in the absence of any additional advertising supportThe key areas of operation for the Virtex Company are the creation of modern technology products, which help to ease the life of the consumer. This ready solution for the simple preparation of Pan-Asian dishes was released under the sub-brand “ChimChim Hot Asia”. The comprehensive design of the sub-brand constituted the next stage of work on this project. A unique promotional site was designed in order to support the renewed brand image of ChimChim and the sub-brand ChimChim Hot Asia, here consumers could find out about the ChimChim products and find out about the advantages of this brand, in addition to watching informative video recipes.
