"Prykolchyky"(Treatz)

Silpo approached us for an advertising campaign highlighting bi-weekly discounts on various product categories. Patsany love creativity, are thrilled by consistent discounts, and are big fans of Silpo, so we eagerly accepted the creative brief.

To develop a name, concept, advertising campaign, and flexible communication platform to announce Silpo's bi-weekly discounts and invite customers to make beneficial purchases throughout the year.

The discounted products change every two weeks, meaning new advertising creative content tailored to the specific product categories is needed each time.

Patsany needed to develop a creative solution that would unify all products under a single idea: inventing a catchy name and creating a design system that could quickly adapt the advertising creative content to the ever-changing discount landscape.

Patsany decided to dive into the essence of the relationship between Silpo and its guests: to understand why people choose Silpo over a random supermarket nearby, what they love buying the most, which details matter, and what makes the brand a true love mark.

To answer these questions, we conducted research with those who know Silpo best—the guests themselves. We surveyed 174 respondents who regularly shop at the supermarket.

"AT SILPO, I ALWAYS FIND SOMETHING COOL" — a quote that repeatedly appeared in various forms in the responses.

The research revealed that guests see Silpo as a place where you can always find various fun and unique products. Only here can you buy ripe mangoes in winter or spend an hour choosing the perfect loaf of bread. Silpo is where you discover new local producers and taste products from around the world. Chances are, your first passion fruit, kombucha, or burrata came from Silpo.

We realized that when guests used the word "cool," they described the feeling of finding something interesting, unusual, and delicious at Silpo. Thus, every two weeks is an opportunity to spotlight all the cool products and deals for our guests.

We based the name on how guests refer to our products: "Prykolchyky". Now, every two weeks, we introduce our audience to new Prykolchyky from different categories, and they come with great deals.

The products are unified under a name that captures their essence and vibe, as seen by us, Patsany, and Silpo’s guests.

Due to the nature of the promotion, we have a constant cycle of Prykolchyky: products at great prices that change frequently. It’s important to discover them and grab what you like before they’re gone. That’s precisely what we conveyed in our message:

"Silpo Прикольчики.
Catch them before they're gone."

Patsany incorporated the bouba/kiki effect into the identity concept. The basis of this idea is the observation that people, including Silpo's guests, make associations between sounds and shapes, products, and their visual vibe. Depending on the product type (sweet, bitter, salty), we changed the look of the campaign logo to be round, sharp, or wavy.

Our visual communication revolves around the products themselves — the Prykolchyky — and hands eagerly reaching to grab them.

For each category, we chose a unique color palette and drew additional elements to enhance that product group's vibe or the promotion context. We created 13 visual situational approaches like marine, coffee, Easter, and berry themes, which can be used throughout the year for different product categories.

Patsany adapted Silpo’s logo to the campaign’s visual style, integrating identity elements to make it even cooler.

In 10-second animations, hands reach for Prykolchyky from different directions, hurrying to grab them at great prices.

We showcased the products featured in the two-week promotion and highlighted the discounts Silpo has prepared.

We created radio scripts so guests could hear about the latest delicious, new, and festive Prykolchyky, even while stuck in traffic. After hearing the message, they’d be tempted to turn to the nearest Silpo to pick up their favorite Prykolchyky.

Silpo supermarkets also featured POS materials in the campaign’s identity. We designed eye-catching price tags, stoppers, and wobblers to help guests easily find Prykolchyky in-store.

Each printed element featured hands pointing out the cool items ready to surprise, delight, and impress guests.

This is how Patsany developed the idea for Silpo’s discount system: unifying all products under a single name and creating a vibrant identity that visually conveys every message. Most importantly, we based the campaign on ideas and vibes that resonate with the brand’s guests.
Patsany are straightforward: if it turns out cool, we say so.

Prykolchyky are now live across digital creative content, animations, and in-store on POS and LED screens.

Look for Prykolchyky on Silpo’s shelves, don’t miss out on great deals, and remember Patsany Agency. It would be cool.