New digital strategy of «Halychyna»

MC «Halychyna» is one of the leaders in the production of fermented milk products. It is a brand whose DNA embodies a successful combination of tradition and modernity. The MOKO team’s task was to develop a new digital strategy that would not only emphasize the value component of «Halychyna» but also consolidate its status as a national benchmark.

The strategy preparation began with a study of the behavior and emotional state of the brand’s consumers. We found that the core of the audience — young Ukrainians aged 25–30 — remained unchanged. However, today, in the third year of a full-scale war, they are all united by a feeling of extreme physical and moral fatigue. The resources of the strength and courage we surprised the world in February 2022 have finally exhausted themselves. No one dreams of a quick victory anymore, but we do not plan to give up. The insight is that, despite the fatigue, we continue to surprise the world and ourselves, looking for new sources of strength and inspiration. 

«Expression» as an idea has become a symbol of the year for many Ukrainians. The desire to express yourself has forced many of us to immerse ourselves in researching the pages of history, family traditions, and cultural artifacts — things that preserve our national identity. This is how the proposal for «Halychyna» appeared to accompany its audience on the path to understanding their Ukrainian identity.