Nastya Ivleeva’s popularity almost guarantees trial purchases by loyal followers and innovative consumers. Photo: instagram.com/_agentgirl_/
Nastya Ivleeva to release chips under brand name Easy Peasy
As well as an energy drink and a chocolate bar
April 19, 2021
“Everyone knows me as a chip-eater [chipsoyed] – chips are my favorite snack. Producing my own chips is a natural decision for me, ” Nastya Ivleeva told Vedomosti. The launch and development of her brands will be handled by Bee’s Knees LLC, which Ivleeva and her partners registered in February 2021, Vitalius Paulus, one of the project’s co-founders, told Vedomosti. According to SPARK-Interfax, 45% of the LLC belongs to Anastasia Uzenyuk (this is Ivleeva’s married name; her husband is the [rapper] Alexei Uzenyuk aka Allj). Paulus and another co-founder of the project, Alexei Klochkov, each own 27.5% of the company.
Ivleeva’s partners are experienced marketers who have worked in senior positions at Procter & Gamble. Paulus was also the general director of alcohol distributor Bacardi Rus and vice president of marketing at Danone Russia, while Klochkov has held top management positions in the Pyaterochka and Dixie grocery chains. They were prompted to join the project by the fact that “Ivleeva is a source of traffic for grocery chains,” says Paulus. “Her image was successfully used to promote the special lines of Lay’s and Pepsi products manufactured for the Magnit grocery chain 2020, and this year the campaign was re-launched,” he said. Paulus believes that young people from Ivleeva’s more than twenty-million-strong audience are interesting to FMCG producers nowadays.
In the coming days, LLC Bee’s Knees will submit for registration with Rospatent [the Russian federal patents office) the trademarks Easy Peasy for chips and Chicha Boom for an energy drink. (Vedomosti has seen a copy of the application.) In addition, a chocolate bar brand will be registered (its name has not yet been disclosed), said Paulus. Thirty to sixty million rubles will be spent on launching the entire line of brands, and ten to twenty million rubles will be invested in each product, Klochkov said. According to him, the partners will invest money in proportion to the percentage of shares they own in LLC Bee’s Knees. They expect that in the near future their brands will occupy shares in their market segments “measuring in the billions of rubles.” For the launch of Ivleeva’s products, three “product categories with a turnover of several tens of billions of rubles, where several major players have 75% of the market” have been chosen, Paulus notes. “They are dominated by western brands, whose marketing and value agenda are shaped at global headquarters and are increasingly at odds with what Russian consumers think and feel,” he says.
Source of popularity
Ivleeva is one of the most popular Russian internet bloggers. She has two Instagram accounts (with over eighteen million and seven million followers, respectively), a TikTok account (with over six million followers), and a YouTube channel (with over four million subscribers). In August 2020, Forbes ranked Ivleeva sixth in its ranking of the top fifteen bloggers by earnings on Instagram, estimating her income at $610,000 a year. (Placing a promo post featuring a photo on Ivleeva’s Instagram page costs 1.8 million rubles [approx. $24,000], a video, from three million rubles, and a “story,” 850,000 rubles.) According to Brand Analytics, in March 2021 Ivleeva took first place in popularity in the Russian segment of Instagram, ahead of blogger and TV presenter Olga Buzova (second place) and mixed martial arts fighter Khabib Nurmagomedov (third place).
Ivleeva was born in the village of Razmetelevo near St. Petersburg. In an interview with Yuri Dud, she said that in the 2000s she worked as a manicurist in the town of Koltushi, and then moved to St. Petersburg, where she worked as a nightclub hostess in a nightclub. She has lived in Moscow since 2015. In 2016, she was invited to host the show “Everything Is Possible” on the TV channel Yu, followed by the program “Heads and Tails” on the TV channel Pyatnitsa. In 2018-2019, Ivleeva played the main role in the TV series “Tourist Police,” which was broadcast on Pyatnitsa. On YouTube, Ivleeva launched two of her own shows – “Agent Show” and “Z.B.S.”
Yuri Dud interviewed Nastya Ivleeva in 2018
According to a NielsenIQ retail audit, sales for 2020 in the product category “chips” amounted to about thirty-six billion rubles, “energy drinks,” to thirty-six billion rubles, and “chocolate bars,” to about 100 billion rubles. In the chips category, the top four manufacturers were Frito Lay, Kellogg’s, Lorenz Snack World, and Russkart, which occupy about 85% of the market in monetary terms, according to Gfk (a survey of 20,000 households in Russia, based on purchases tracked with scanners and mobile apps).
“Our business model is based on a natural extension of Ivleeva’s image, beloved by a multi-million audience, into the brands she sells,” Klochkov says. “It’s a fun and cheeky image, not snobbish or fake.” The products will be focused on the middle price segment. According to Klochkov, the key will be vivid, eye-catching packaging, “constituting a kind of pop art”. In promoting the brands, the partners intend to “rely on the powerful media resources” of Ivleeva, who will also serve as “a supporting figure in creating and producing the creative approach” [sic]. Ivleeva herself says that she plans to involve her company Ivleeva Production in promoting the new line.
Olga Andrushevich, marketing manager in the salty snacks category at Kellogg Rus (manufacturer of Pringles chips), admits that, strategically, Ivleeva and her partners have made the correct choice: the Bee’s Knees team has picked large segments that have been growing faster, on average, than the grocery sector for high-demand goods. At the same time, Ivleeva’s target audiences and the selected categories obviously overlap. According to Igor Pletnev, ex-CEO of the Dixie retail chain, the project optimally combines “Ivleeva’s media power” and “the professional baggage of Klochkov and Paulus, who are capable of attractively packaging a new image for consumers and the retail trade.” Unsuccessful launches by stars of their own brands are most often due to a lack of professional support.
However, Alexei Andreev, managing partner of the Depot branding agency, believes that the connection of brands with Ivleeva will be an argument in favor of buying a product only for her loyal fans, because putting a real person behind a brand usually hinders promoting it to wide audience. In his opinion, personifying a brand immediately makes a product a niche product. The blogger’s popularity almost guarantees trial purchases by loyal subscribers and innovative consumers, agrees Albina Iskakova, commercial director of the Belaya Dolina food holding. But, she said, she has “not seen successful examples,” in the medium and long term, of stars who launched their products and were able to compete on an equal footing with major industry players.
Andreev recalls that many manufacturers today consider the chips and energy drinks segments “toxic”: the authorities have repeatedly discussed restrictions on advertising products whose health benefits are dubious. According to Andrushevich, many major brands are beginning to retool recipes and packaging, making them healthier for consumers and the environment, as consumers have become more attentive to the quality of products, their ingredients, and the environmental friendliness of packaging. “It will be very interesting to look at the ingredient list in the new products from Ivleeva,” she says.
Translated by the Russian Reader