Find out about Zuzu

Zuzu brand was launched at the beginning of 2006, soon afterwards becoming a successful brand because of its unique mix: brand name, packaging design and unconventional communication. Zuzu was launched as a Romanian quality brand which attracts consumers through its warm tone and the smile it provokes. Zuzu was created for consumers’ needs, but also for their pleasure, as a friendly and accessible brand. It was positioned as an unconventional and original brand, based on a distinct and charismatic personality, when then the market was dominated by brands that exclusively communicated in a rational way.

Zuzu is an innovative brand not only for of its personality and its advertising communication, but also for the products in its portfolio. In 2006 Zuzu was the first brand on the Romanian market to use Tetra Pak’s Tetra Top packaging easy to handle, ecological packagings with a tap. Other innovations, this time for yogurts, were the Tetra Top packs with an attached spoon and the 750 g “family size” yogurts. In 2008 Zuzu entered a new category, the drinking yogurt, by launching the 330g natural and fruit drinking yogurt range in Tetra Top packs.

For Zuzu, Albalact counted on the idea of a playful brand. The strategy proved to be successful, Zuzu rapidly establishing itself as a sincere, joyful, optimistic and warm brand. It rapidly won over consumers, so that in May 2007, one year after being launched, it became the leader in the pasteurized milk category. From September 2008, Zuzu is the overall milk market leader (UHT and pasteurised milk).

In 2010, 4 years after entering the market, Zuzu proves once more its innovation capacity by bringing along a new image in terms of package design and a new communication campaign. The new Zuzu brand image was developed by BrandTailors and translated into a communication campaign signed by Next Advertising. The visual elements in Zuzu’s new brand image enhance the creative spirit and an euphoric state of mind, which no other brand on the market has. Zuzu is “nature’s exuberance” which “wakes you up in the morning”.