Brand history

Searching for the name

In 1997, “Kletsk Butter-Making Integrated Plant” JSC began to manufacture the new products for Belarus – yoghurts and other desserts, since the market demanded a completely new product which would differ form a traditional one.

The new products manufactured at the plant became well known and beloved all over Belarus. Since 2003 the plant’s products have been produced under the trade mark “Kletskaya Krynachka”, because by that time there were the following reasons to create a brand:

Priority.. The company was the first Belarusian manufacturer of yoghurts and dessert products.

Feedback.. The new products of the plant became widely known and bellowed all over the country.

Quality.. The products proved themselves to be of a stable quality.

Positioning.. The target market was defined – children and young moms – and distinct advantages of the product as compared to competitor’s offers had already been formed in the customer’s mind.

A long-term prospect.. The administration of the enterprise was ready to create and maintain the brand prestige.

Repositioning.. As far as outlet markets expanded, the new target segment emerged – the youth and students.


The enterprise began to seek its name. Only due to the plant’s personnel cohesion, love to the native country, a wish to manufacture decent products the unique and original trade mark was created.

Brand legend

Krynka – is an old Russian name of a crock for milk storage. The brand “krynachka” is a symbol of a full cup, welfare, hospitality and a collective image of uniqueness of milk traditions of the past with nowadays’ achievements.

A benevolent image of two characters (a young man and a young woman) worn in national Belarusian costumes offering to try the “krynka of milk” complement the symbol of hospitality.

The word “Kletskaya”:

- points at brand belonging to a certain geographic location i.e. the town of Kletsk

- is connected with consolidation of longstanding success

- is a distinctive feature differing from other brands existing at the moment, since it points at the manufacturer’s location.

 

An obligatory condition to promote products should be the concentration of consumers’ attention on only one feature in order to fix it in consumers’ mind. After the research of consumer demand and competitors’ position, “Kletsk Butter-Making Integrated Plant” defined the “Dobry smak” (a good taste) as a key feature for its products promotion. The “Dobry smak” has become the slogan of “Kletskaya Krynachka” JSC.