Roshen - The Sweet Recipe of Success

"Roshen" is the largest Ukrainian company that produces over 300 varieties of high-quality confectionery and ranks among the top 20 manufacturers in the "Candy Industry Top 100" list. While its main office is in Kyiv, the corporation also includes factories in Ukraine (Kyiv, Vinnytsia, Kremenchuk), Russia (Lipetsk confectionery factory), Lithuania (Klaipeda confectionery factory), and Hungary (Bonbonetti Choco Kft, Budapest).

Decision to Create a National Ukrainian Brand

The brand "Roshen" came into existence in 2000 when the previous lengthy and cumbersome name "Ukrprominvestconfectionery" failed to yield results (this name was used by the enterprise formed in 1996).

At that time, it comprised only four factories: Kyiv Factory named after K. Marx, Mariupol, Vinnytsia, and Kremenchuk. These factories gained recognition even in the Soviet Union, all adhering to the same quality standards and producing goods of consistent quality.

Despite this, the products of the four factories did not create a unified brand identity among consumers. Hence, the idea of establishing a national brand arose. Complicating matters was the rise in popularity of brands like "Korona" (Kraft Foods), "Svitoch" (Nestle), and "AVK."

Despite strong sales in the Ukrainian market, the company "Ukrprominvestconfectionery" was relatively unknown. Seeking to change this, the company turned to a marketing bureau to promote the Roshen brand and craft a slogan for it.

Three Legends about the Origin of "Roshen"

The bureau deemed the name unsuitable for a Ukrainian brand as it did not exist in Ukrainian or Russian languages, potentially leading local consumers to perceive the products as foreign. Recognizing the preference for domestic goods over imported ones in the year 2000, efforts were made to address this challenge. The client was urged to consider a name change, but they insisted on retaining the name.

A legend needed to be swiftly devised to explain the unfamiliar word and establish the brand as a domestic entity. Three primary legend ideas were deliberated.

First legend narrated the tale of Count Roshen, who arrived in Ukraine at the turn of the century. A sweet aficionado, he brought with him a recipe for exquisite chocolate candies. Upon learning of this, a Ukrainian confectioner sought to purchase the recipe, but the Count agreed only if all products would bear his name – "Roshen." Second legend spoke of an international competition in Switzerland where confectionery companies vied for the title of the most delicious and highest-quality products every 25 years. In 2000, the company emerged victorious, earning the quality mark "Roshen," hence adorning all its products with the name. Third legend, the simplest and most plausible of all, stated that the domestic producer decided to expand its market beyond Ukraine, necessitating a name that would appeal to European and American consumers. This legend proved most compelling and remains in use to this day.

Role of Advertising in Promoting the Roshen Brand

Marketing campaigns were scheduled for two years (2002 - 2004), leveraging all national TV channels to reach a broader audience. TV advertising serves as a potent tool for engaging target demographics. A video highlighting "Roshen" as a Ukrainian company set the stage for the advertising campaign.

Additionally, representatives from "Roshen" engaged with the media, hosting press conferences in the form of "press breakfasts." This format allowed the company to share updates on new products, production processes, key ingredients, additives, and market dynamics.

Press breakfasts provided journalists the freedom to write articles as they saw fit. These events aimed to be fashionable, fostering networking among attendees for a mutually beneficial exchange of information. In 2003, journalists were given a tour of the three factories.

Product information primarily appears in specialized newspapers, women's magazines, and is closely linked to TV commercials. Outdoor advertisements prominently feature the product bearing the "Roshen" trademark. Radio advertising, more as a sponsorship than direct promotion, aimed to showcase confectionery items to entice listeners to make a purchase. Tastings proved more effective than radio ads, significantly boosting sales. Various promotional activities further fueled the product's sales growth.

Achievements of "Roshen" Today

At one of the most renowned chocolate exhibitions in Switzerland (Salon du Chocolat), products from the national confectionery brand "Roshen" were showcased alongside manufacturers from France, Italy, and other countries. This expo is also known for its edible fashion shows featuring confectionery apparel.

Currently, the company continues to invest in production development, modernizing equipment at factories and running active PR campaigns.

The success story of the once lesser-known brand "Roshen" underscores the importance of selecting the right advertising strategy, hiring competent professionals, and maintaining product quality.