HEALTHY SNACKS!

We showed that curd snacks are a great snack choice for a young audience.

Client: Pure Milky
Category: Ad Campaigns
Market: Uzbekistan
Lokals product: Advertising campaign
Scale: 1 country - Uzbekistan, 12 cities of presence, 20+ SKU types
Year: 2026

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

Stimulate sales of Pure Milky’s dairy snack category — yogurts and glazed curd snacks — which had historically lagged behind the flagship products, milk and kefir, especially in the highly competitive Tashkent market. We needed to attract the attention of a young audience — teenagers and students — and seamlessly extend the brand’s global positioning “Made with soul” to this segment.

Business pain:

switch the young audience from familiar chocolate bars and fast food to a healthier but no less tasty dairy alternative.
adapt the soulful, traditional positioning of the Samarkand brand to the dynamic and easygoing vibe of Tashkent youth.
prove that a curd snack or yogurt is not only a morning breakfast at home, but also a convenient snack on the go, at school or at the office.

03 / SOLUTION

The approach we proposed

Research into consumption patterns showed that young people do not choose snacks rationally: they look for a tasty, sweet alternative to chocolate bars that is always at hand and preferably “not harmful”. Based on this pain point, we adapted the warm corporate platform “Made with soul” into a bolder and more youth-relevant sub-message: “Made with soul... so you don’t have to worry!”. We positioned the snacks as a safe lifebuoy that helps in any situation, removing the stress of choosing what to eat. We expanded the concept into an omnichannel campaign: released a series of dynamic videos that broadened the usual consumption moments for a diverse audience, launched bright outdoor advertising and highlighted the product on shelves through contrasting POSM. To build physical contact with the audience, we went beyond retail and carried out sampling collaborations with Tashkent coworking spaces and educational courses, directly offering students and freelancers a tasty dairy snack from Pure Milky instead of their usual junk food.