ABRO Ind. is a manufacturer of automotive chemicals and aerosol paint.
Challenge
The company’s products were perceived as conservative and not associated with the trendy street art culture of graffiti. It was necessary to raise awareness of the product and change the brand’s image within the youth market.
- OLYMPUS DIGITAL CAMERA
Solution
I assembled a team of street artists under the brand’s banner and named it the ABRO Team. This allowed us to use guerilla marketing and promote the product at youth events organized by Mars, Nestlé, Adidas, and others.
Result
The team collaborated with clubs and DJs, gave live demonstrations at extreme sports competitions, and organized special art spaces in front of the Kremlin and on Palace Square. During the team’s existence, its members won multiple competitions, gave interviews for magazines and television, which resulted in ABRO receiving numerous free media mentions.
Among the youth, the ABRO Team was seen as the pinnacle of graffiti culture, an aspiration for others, and the paint brand became recognized and in-demand among young people.
Roles: budgeting, team collaboration, leadership, launch strategy, brand positioning, problem-solving
