While some recycle older ads, others invest millions of euros in new brands

Litro filling stations, Big Milk ice-cream, Roua Muntilor mineral water, real,-Quality own labels or Saga coffee are just a few of the new brands launched in the midst of the crisis on the Romanian market, brands that are attracting promotion budgets of hundreds of thousand or even millions of euros.

While people are buying less and some firms are even recycling old ads, some companies are still choosing to come up with new products. How can such a strategy be explained, though?

"During a crisis period, the number of launches or re-launches is dwindling, which creates opportunities on the market. On the other hand, communication budgets are lower; the media buzz is implicitly no longer that aggressive, and the new brand that is launched or re-launched can have a bigger impact than in the context of a growth year. And last, but not least, launch or re-launch costs are lower," say the representatives of Brandient, the most important agency specialised in brand consultancy and design domestically.

This year's newcomers include Litro filling station brand, belonging to Rompetrol, in whose construction the company invested some 1.3m euros in two years.

Another launch, this time in the food industry, was Big Milk ice-cream brand in Algida's portfolio, exclusively destined to the Romanian market. Daniel Barbulescu, country manager on the ice-cream segment of Unilever South Central Europe, says that amid the current market conditions the company he represents has been the only one on this market that has dared make massive investments to promote this product. "On the media market, demand is lower than in previous years so that, with the same media investment one can get a better exposure," Barbulescu also says.

On the other hand, there are also certain risks in launching a product during crisis periods given consumers' low purchasing power and uncertain crisis duration. Starting from this economic context, even launched products must address consumers in a different way.

"We believe that in crisis periods consumers/clients are more careful, cautious and demanding when making choices. This is why brands should be honest and direct both in their DNA and communication. A brand launched in such a period should address basic needs, make a viable proposal and avoid the sophistication of overabundant times," Brandient representatives also say.