Krupskaya Chocolate Rebrand

Interesting article by John Crace in The Guardian this morning which detailed a rebrand by Russian chocolate makers Krupskaya. The people at Krupskaya felt it was time for a rebrand to fend off competition from local and western competitors like Kraft, Mars and Nestlé.

Krupskaya chocolate was named after Lenin’s widow after her death in 1939 and for the past 70 years it has been a national favourite, mainly due to the fact during the 900 day siege of Leningrad it never seized production. The rebrand by Coley Porter Bell although very modern – it still has a very strong and unique Soviet iconic look, which successfully maintains the strong link Krupskaya has to the Soviet era.


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