Press Release

BrandTailors was awarded with a Silver Effie at the Romanian Effie Awards 201 1

Andreea Florea Brand Strategy Coordinator

Bucharest, 14th June 201 1

Beatrice Dani Brand Strategist

Cristina Miclea Marketing Manager Albalact

BrandTailors strategic brand consulting and design firm gets a Silver award for Rarul brand activation program at this years Romanian Effie Awards competition.
BrandTailors wins a Silver Effie in the Food Products I category and becomes the first Romanian brand consultancy firm to get an Effie. The award recognised Rarul brand performance in packed milk product category, as a result of the brand activation program run during the summer of 2010.

This year BrandTailors sets another premier within the Romanian brand consultancy industry. Currently we have the only brand consultants and designers team succeeding to develop such an effective communication program so to get recognition in such a reputed competition. This award certifies the unparalleled expertise BrandTailors has with respect to brand management.

Subsequent to the re-branding program developed by the same BrandTailors team, Rarul was activated by means of the award-winning campaign called The ladybug. As a result of the two marketing programs implemented by Albalact, Rarul moved on the 7th place (December 2010) from the 18th position held in packed milk category back in December 2009.

Beatrice Dani Brand Strategist

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The appreciation we got for Rarul from the Romanian Effie Awards jury certifies once again BrandTailors teams effective strategic thinking. As prior to the brand activation program our team was awarded with Merit by ReBrand 100 competition jury for the previously developed Rarul re-branding solution, its the ultimate proofs of BrandTailors being the only Romanian brand consultancy firm able to deliver comprehensive marketing and communication programs so to generate great value to all clients in our portfolio.

Until 2008, Rarul activated as a regionally distributed brand for more that 40 years. Subsequent to Rarul acquisition, Albalact entrusted the brand to BrandTailors so to assist the reputed company in turning it into a highly competitive Romanian dairy brand. With a clear focus on milk source, the brand brings to the fore the fact that dairy products are authentic only if produced with the best quality milk. And if the milk is sourced in the very heart of the edelweiss country Bucovina more precisely, in Rarul Mountains, then the products are truly exquisite.

Andreea Florea Brand Strategy Coordinator

Rarul is the third brand in our portfolio, after Fulga and Zuzu, to be acknowledged at the Romanian Effie Awards. This proves that the marketing team of Albalact has always had a very good sense of how to choose the best partners for communication services so to effectively support our companys efforts into growing highly valuable brands. The prize we were awarded this year makes us state once again that currently Albalact holds the most valuable portfolio in packed milk market, by means of the three brands we own.

The client team contributing to the development of Rarul brand activation program was Cristina Miclea Marketing Manager Albalact and Celina Condorovici - Brand Manager Albalact. As for BrandTailors: Beatrice Dani - Brand Strategist, Andreea Florea - Brand Strategy Coordinator, Melania Neme - Senior Designer, Janos Kurko - Creative Director, Cristina Ionescu - Account Executive, Anca Andronescu Account Executive, Ilinca Apetrei Account Manager and Mihai Prplea Desktop Publisher.

Cristina Miclea Marketing Manager, Albalact

15 Henri Coanda St, 1st Floor 010667, Bucharest1 Phone: (+4)-031-620-84-84 Fax: (+4)-031-620-84-87

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Follow us on LinkedIn There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and changed the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process. Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, iriac Holdings, Intact Media Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Mgura, ROM, Silvana, Zuzu, Fulga, Rarul, Lptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia or Class Living and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich. As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in 2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively on social networks. Follow us on Twitter

15 Henri Coanda St, 1st Floor 010667, Bucharest1 Phone: (+4)-031-620-84-84 Fax: (+4)-031-620-84-87

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