In the Seasonal Marketing category, our project “IREX – The Path of a Dinosaur” confidently secured a top spot, marking a true breakthrough in the market.
Thanks to a well-thought-out strategy, bold creativity, and the team’s efforts, we achieved an astounding result: the client’s product sold out before the campaign even ended.
The Dawn of a New Era
At the beginning of 2022, Sabrise faced unprecedented challenges. The full-scale invasion reshaped economic realities, disrupted supply chains, and triggered mass migration. Businesses downsized operations, and brands with Russian roots became unacceptable. For the company behind the “RAPTOR” brand, with its Russian origins, the challenge was not just about continuing business but about total transformation. The owners and team made a principled decision to abandon the Russian brand entirely.
Sabrise’s story became a prime example of how effective communication and creativity can deliver on strategic decisions while unlocking new growth opportunities. The advertising and communications holding NCG played a key role, helping not only to rebrand but also to ensure a seamless transition to a new level. The result? A new hero emerged: IREX.
The Challenge: Transforming a Market Leader
By early 2022, “RAPTOR” was one of the most recognizable insect repellent brands on the Ukrainian market. Since 2015, its brand awareness had grown from 70% to 86%, becoming almost synonymous with the insecticide category. However, the war-induced changes demanded a swift response. Consumers still needed effective protection but were now seeking a new, local, and progressive brand that reflected their values.
Amid a shrinking market (insecticide sales dropped by 51% in 2022), significant migration, and the emergence of low-cost competitors, the challenge seemed monumental. The company had only a few months of seasonal demand to retain market share while completing a full rebranding.
The Idea: A Fierce Predator with a Sense of Humor
The main goal was to preserve the equity of the “RAPTOR” brand while creating a fresh image that aligned with current challenges. The concept was to retain the brand’s key identifier—a dinosaur—but give it a new name, energy, and values. Thus, IREX was born—a metallic predator that humorously conquers its enemies. The new brand embodied strength and innovation while resonating with Ukrainians through its witty communication—this became the centerpiece of the campaign.
The core audience, young adults aged 25–45, was active, conscious, and digital-savvy. They didn’t have time to fight insects—they sought simple, effective solutions for their homes so they could focus on more important challenges. IREX was that solution.
Execution: “Goodbye Mosquitoes, Not Plans”
The launch strategy focused on lighthearted yet impactful communication, rooted in humor. The key message, “Goodbye mosquitoes, not plans,” resonated with the realities of the target audience. Through a well-structured digital communication ecosystem, IREX quickly captured the attention of Ukrainians, preserving the legacy of “RAPTOR” while taking it to the next level.
The evolution of messages (from “The Time of RAPTOR Descendants” to “The End of the Mosquito Era”) ensured a smooth transition from the old brand to the new one. During the first season of the campaign, audience reach exceeded 85% with a frequency of 5 contacts, enabling rapid brand awareness building for IREX.
Results: A Generational Shift
Thanks to the strategic approach by the teams at NCG and Chemistry agency, the company not only retained its market share but grew it to 42% in 2023—60% above initial targets. By 2024, IREX continued to dominate the market with a 42% share. Additionally, IREX’s brand awareness reached 30%, exceeding initial expectations by 50%.
This case demonstrates how effective communication can turn a challenge into an opportunity. IREX became a new market leader, combining the popularity of the “RAPTOR” brand with new values that reflect modern Ukrainians.
