‘Zlatna Dobrudzha’ children’s crisps, produced by Savimex, are one of the most popular and successful snack products in Bulgaria. The brand demonstrates an exceptionally successful market positioning strategy and a stable presence in the savoury snack segment, combining commercial objectives with a strong social impact. The product is successfully recognised by children not so much by its corporate name, but as ‘the crisps with the panda’, which makes it easier for them to recognise it when shopping.

The campaign logo was prominently positioned on the front of the packaging, while an informational panel was designed for the back, with the message “3 stotinki from every pack” visually emphasized. We complemented the design with pictograms highlighting coconut oil and Himalayan salt, and gave the “less salt, no preservatives” message a central position on the packaging.

The social cause that the products naturally embrace has also led to changes in the other elements of the packaging. The character featured on the packaging is a large, cute panda. The choice of this animal is no coincidence – the panda immediately evokes associations with innocence and a child’s need for kindness, care and protection.
It is precisely for this reason that the redesign of the character sought to create a stronger emotional connection. The panda is depicted with large, warm eyes and a friendly smile, which instantly captures the attention of the youngest children and instils a sense of trust in parents.
Whilst the old panda was a flat 2D vector graphic, the new panda has been developed as a three-dimensional, structurally detailed character. It has realistic fur texture, more expressive eyes and a dynamic pose, which makes it much more lifelike and appealing to children.

The new packaging features a realistic product image. The pretzels on the packet are now depicted in greater detail and with a sense of depth, whilst the panda symbolically ‘hands’ us a bundle of pretzels as an invitation to take part in the campaign, creating a playful and modern composition.
The “Children’s Crisps” typeface has also been updated – the aim was to achieve greater integration between the letters, a sense of dynamism in their arrangement, and a stronger visual presence.

Through its partnership with the ‘I Believe and Help’ campaign, the ‘Zlatna Dobrudja’ brand has managed to significantly increase its market presence on the savoury snacks shelf. Consumers choose this product over alternatives because purchasing it brings them a sense of moral satisfaction. By donating 3 stotinki from every packet of savoury snacks sold, Savimex has managed to raise over 160,000 leva in donations. This reflects millions of units sold and an exceptionally high turnover on a national scale.

Prior to 2023, Savimex’s pretzels enjoyed a predominantly strong regional presence in north-eastern Bulgaria. After the product was linked to the cause of saving children’s lives, major national and regional retail chains, the online platform eBag and hundreds of local shops began stocking ‘the crisps with the panda’ on their shelves en masse. This unrestricted and widespread access to new retail channels automatically increased their market share.