Research results
The main positioning insight found thanks to the author's Celebration technique is the need for a man to
feel like a breadwinner who can support his family. If a modern man asserts himself by earning and bringing
money to the house, then in ancient times it was necessary to bring prey for food. Therefore, the instinct
of the hunter, the getter has been preserved in the minds of men to this day.
Creative concept
The idea of "hunter's instinct" and "getter" is reflected in the packaging design – we "dressed" the product
in the skins of wild animals. On the one hand, skins are about warmth, on the other – about the hunter's
instinct
I went hunting, not shopping
The hunting territory and the anchor communication image itself have not only great potential in terms of
promotion on the shelf and in the media environment. It is also a unique theme that breaks the patterns of
perception to attract attention to a new brand of thermal insulation materials.
