Moscow, July,01 2019 – The new brand strategy for one of the key office paper brands in the Russian market includes a whole range of solutions - from packaging redesign to presentation of its key advantages: consistent high quality, versatility and environmental friendliness. The rebranding was developed with the help of leading international branding agencies.
The Snegurochka brand is one of the oldest in the Russian market, going back 20 years. It has been produced since 1999 in the Syktyvkar mill owned by Mondi, in A3 and A4 formats. The most modern equipment and high-quality raw materials are used in production. Strict control of the technology chain and continuous technology development guarantee the quality at international standards.
The rebranding was more than a year in the making - during this time in-depth interviews were conducted with Mondi partners and customers and detailed market studies and new communications were developed. It showed that Snegurochka is perceived by an absolute majority of consumers as an authentic Russian brand. New positioning has strengthened the traditional image, adding some business style.
The new slogan for Snegurochka is "Office paper with the Russian soul". For the packaging, which has become more modern and stylish, a corporate "Frosty pattern" was created. Like the unique font used in the logo, it will become one of the recognizable brand symbols on promo materials. Another important symbol of the campaign will be a stylized kokoshnik (a Russian traditional headdress worn by women), which will draw attention to the brand’s Russian roots. The new packaging emphasizes the high quality and whiteness of the paper produced at Mondi mill in Syktyvkar (the Komi Republic). It is made with European technology, but remains a Russian brand that speaks the same language as its customers.
“Our Snegurochka is a bright image of young modern woman, irreplaceable office assistant. It is easy to communicate with her, she is always caring, positive and attentive, and at the same time very practical. Such people are called the “soul of the company,” says Alexey Shamin, Head of Sales CIS Mondi Uncoated Fine Paper. “I am confident that the updated brand, which more clearly demonstrates the key advantages of our well-known product, will be appreciated by both our partners and customers.”
The high quality of Snegurochka from batch to batch in combination with an attractive price ensures stable sales of the brand. Snegurochka is trusted by companies across the country: in the study conducted by Mondi, customers consistently noted its effectiveness in daily work (stable density, low dustiness and lack of adhesion), ease of use and versatility.
For example, this paper is not only perfect for printing or copying, but also for archive storage. Important legal or financial documents will remain clear for years. In fact only cellulose fiber without the addition of wood pulp is used in Snegurochka production - so the paper does not fade or tear with time.
Brand communication focus will be aimed at three main groups: distributors who have stable Snegurochka sales, heads of procurement services who value ongoing quality and economy, and end users and office managers and manager assistants who vote for reliability and ease of use at work. Separate campaigns have been prepared for each of these groups.
Mondi uses modern, environmentally friendly technology in the production process.
The company possesses a supply chain certificate from the FSC (Forest Stewardship Counsil®, FSC-С119916), as well as the European environmental certificate Ecolabel.
The rebranded paper will be released to distributors this summer.
For more details about Snegurochka, visit the new brand’s website www.snegurochka-paper.ru, which will go public in June 2019.
Mondi is a global leader in packaging and paper, delighting its customers and consumers with innovative and sustainable packaging and paper solutions. Mondi is fully integrated across the packaging and paper value chain – from managing forests and producing pulp, paper and plastic films, to developing and manufacturing effective industrial and consumer packaging solutions. Sustainability is embedded in everything Mondi does. In 2017, Mondi had revenues of €7.10 billion and underlying EBITDA of €1.48 billion.
Mondi has a dual listed company structure, with a primary listing on the JSE Limited for Mondi Limited under the ticker MND, and a premium listing on the London Stock Exchange for Mondi plc, under the ticker MNDI. Mondi is a FTSE 100 constituent, and has been included in the FTSE4Good Index Series since 2008 and the FTSE/JSE Responsible Investment Index Series since 2007.
About Mondi Uncoated Fine Paper
Mondi Uncoated Fine Paper is a business unit of Mondi Group. In five paper mills in Austria, Slovakia, Russia, and South Africa, Mondi Uncoated Fine Paper produces environmentally sound office and professional printing papers tailored to the latest professional digital and offset print technologies. The company complies with the strictest international certification standards to support sustainable production processes through the responsible management of forest, water and air resources. All Mondi Uncoated Fine Paper mill brands belong to the Green Range of papers that are FSC® or PEFC™ certified, 100% recycled or bleached entirely without chlorine.
Its renowned brands such as Color Copy, DNS®, IQ, MAESTRO®, NAUTILUS®, BIO TOP 3®, PERGRAPHICA®, NEUJET®, Snegurochka or ROTATRIM are used in office environments on laser or inkjet printers and by professional printers on digital or offset presses to create brochures, transactional material, folders, invitations, business cards, letterheads or other high-impact communication. Converters appreciate the excellent printability and smooth handling of Mondi’s professional printing papers.
Contact data of local communication manager
Irina Viktorova, Marketing Manager, Mondi Sales CIS LLC
+7 (495) 9264884