Clarifications of RAR Army, kindly sent by the press secretary of the army Lena Ashitkova
1. Army agency collaborated with EFCO from 1995 to January 2001.
2. The Army Agency invented and created the Sloboda trademark (and Alterro too) and all these years most active in the development of the brand (both sunflower oil, and the olive -olive mayonnaise Streletsky). By the way, a bottle for Alterro oil was also created into the army.
2. “Sloboda mayonnaise” was created in August 1999 (by the way, he received a special prize of the Kansky Lion jury in October of the same year)
Pay Off “It is better not to contact the Russians” born at the moment when our paratroopers unexpectedly for colleagues from Europe landed in Kosovo.
4. “Sloboda Sunflower oil” was removed later – in January 2000.
5. Honestly, we did not even know that the tender was held. But they suspected.
6. Today, there are two very close, but nevertheless independent structures on the market: Army advertising agency (1991 – gene. Director Renat Yangbukhtin) and Marketing Marketing Marketing (1993 – gene. Director Dmitry Pisarsky). The Sloboda trademark in 1995 was created by the Army Advertising Agency. Army marketing took some part in this work.
Altero still appeared again – this time in the form of refined oil with the addition of olive, as well as olive mayonnaise. On the label of mayonnaise it is very finely written that the mayonnaise is made by EFCO by the order of a Spanish company and even for persuasiveness the Russian and Spanish flags are painted. As it seems, marketing dreams in EFCO are obsessive in nature – however, altero olive mayonnaise is pouring into a very high -quality trihedral jar. The main problem is that Sloboda takes second place in Moscow in mayonnaise – and their sales leader is olive. If now it starts to support Altero from below, but if, in support of the entire Altero line, a video, which has already been shot, then hold on an olive. There will be what cannibalization is called in the textbooks – after all, not all customers read what is written on the packaging in small letters, and the altero pseudo -line olive mayonnaise can quite expand olive mayonnaise with the soil name “Sloboda”. So in the EFCO they will accumulate unique experience about what role the name plays in the success of the brand in the market.
As Grymov says, inviting his school – it will be interesting.
And this is what Altero’s ruler looks like. The only clarification is that, according to the initial design of the oil bottle, there were trihedral and black color, the labels are also black, that it made its meaning – if you look at the layout of the oil in the supermarket, but pay attention to the fact that the black row (olive oil) on the very top, at the eye level – oil brands, and at the very bottom is cheap oil. Black color for oil – the most elite, like green – for bills. Oil with this name (altero – apparently means “other”, different from others) looked very good in a black bottle. In yellow it will look worse.