Objective

To refresh the communication image of Domnița and strengthen its emotional connection with consumers through the values of Moldovan family life: love, warmth, understanding and caring for loved ones.

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When the campaign was launched in 2016, Domnița had already been on the market for 12 years and was a well-established brand among consumers. PARC Communications had previously contributed to the brand's naming, development and initial launch campaign.

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Challenge

To create a communication campaign that would resonate emotionally with consumers while maintaining a natural connection to the product and avoiding negative associations with the consumption of sweets.

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Approach

PARC Communications developed a creative concept centred on a collection of sweet memories shared across generations.

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The idea drew on familiar childhood experiences: summer holidays at grandparents' homes, cherries picked straight from the tree, games with friends and family gatherings around the table.

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The concept was brought to life through several communication formats:

• An emotional video evoking childhood memories, featuring the popular song Discover Moldova, performed by Marcel and Cornelia Ștefăneț.

• A social media campaign inviting consumers to share their own sweet memories.

• A corporate calendar and planner featuring visuals from the campaign.

• Brand participation in Moldova Fashion Days, together with the video's main character and the performers of its soundtrack.

• Community events for children: in June 2019, more than 300 children visited a traditional rural house museum, where they experienced the atmosphere of childhood in a Moldovan village.

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Results

The video received positive media coverage and generated strong engagement on social media. It has remained part of the brand's communications for ten years.

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The initial campaign alone generated more than 770,000 views, 5,600 likes, 2,250 shares and 232 comments on Facebook.

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The campaign brought together video content, social media, promotional events and direct audience engagement under a consistent emotional brand concept.

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Video production: TGM Studio, directed by Macar Severin.