Eka Maghlaperidze, head of the marketing department at Libo Group
Eka Maghlaperidze, head of the marketing department at Libo Group

From Melochi Zhizni to Fino: Popular Ukrainian Brand Announces Rebranding in 2024

June 15, 2024
3 mins read

Melochi Zhizni, the popular Ukrainian brand of household products, is taking a bold step towards success and greater efficiency on the Georgian market by announcing a rebranding in 2024, including their name, slogan, and the packaging of its products.

Eka Maghlaperidze, head of the marketing department at Libo Group – a marketing, sales and distribution company that has been importing Melochi Zhizni to Georgia for 20 years – told Golden Brand the new name of the brand will be Fino, and that the company is confident the move will make it “even more successful” in the Georgian market.

“Despite past efforts to highlight its Ukrainian origin in all marketing activities, the brand still faced resistance from some members of the public who mistakenly thought it was of Russian origin. Due to the strained political situation between Russia and Georgia, some Georgians harbor negative feelings towards Russian products in general. The rebranding is expected to address this issue and help the company overcome this challenge that it has faced for many years.”

Owned by Ukrainian brand of homecare products Ergopack, Melochi Zhizni offers about 200 different products created with the highest quality raw materials and in compliance with international standards. The brand is represented by a wide range of household products and combines all seemingly small but very important products, such as baking paper, aluminum foil, cling wrap, roasting sleeves, sponges, garbage bags, household gloves, and much more.

Q. Melochi Zhizni has won the Golden Brand award for the fourth time. What do you think makes this Ukrainian brand so popular on the Georgian market?

A. Melochi Zhizni has been awarded the Golden Brand for the fourth year in a row. We are thrilled to receive this recognition, which motivates us to continue working with even greater dedication towards the development of our brand.

I believe that the key to the success of any brand lies in its quality, and this is certainly true for Melochi Zhizni. The brand’s success can be attributed to its high quality and diverse product range. Melochi Zhizni is a Ukrainian brand that has been present on the Georgian market for 20 years. This has allowed us to create products that cater to the interests and demands of our customers.

Our marketing and PR efforts over the years have been crucial in testing the growing popularity of Melochi Zhizni. We have appeared on high-rated cooking shows, launched campaigns on social media, collaborated with influencers, created video recipes with famous chefs, sponsored culinary events and much more. These activities are very important for us and have helped us gain a wider audience.

Each and every employee of our companies, Ergopack and Libo Group, who are distinguished by their high professionalism, have made a great contribution to obtaining the title of Golden Brand. Our employees’ teamwork, effort, dedication to work and striving toward goals are what determine the success of the brand.

Q. How has the demand for Melochi Zhizni products increased year to year? Could you provide the sales statistics of 2023-2022?

A. 2023 proved to be as successful as the previous year for our company, both in terms of sales and marketing. Sales increased by 17 percent compared to the previous year. We especially observed an increase in the sales of garbage bags, kitchen sponges, and baking accessories.

Last year the brand’s market share was 45 percent and it is growing almost every year thanks to quality products, a diverse assortment, affordability, and marketing activities.

Q. If we compare Melochi Zhizni’s presence in Georgia with other post-Soviet countries, how successful is the brand’s activity here?

A. Melochi Zhizni products have a strong presence on the international market, including Armenia, Azerbaijan, Uzbekistan, Kazakhstan, and Russia. While the brand has experienced success in each of these countries, it has seen particularly rapid growth and success in Georgia.

Year by year, consumer interest in the brand continues to grow. In fact, the culture of consumption for certain types of products has also grown. For example, there has been an increase in sales for Melochi Zhizni’s special fire-resistant bags used for roasting meat. This suggests that more and more people are recognizing the benefits of using such products to preserve the taste and aroma of their food.

It’s worth noting that the Georgian market is highly competitive, with equal conditions for all brands. The business environment is thus favorable to Melochi Zhizni and other brands.

Q. What would you say about competition on the market and how healthy the environment is?

A. The market in Georgia is becoming increasingly competitive with each passing year. Various well-known brands and new ones from foreign countries are trying to establish their presence. It is not an easy task to compete in such a market, but with the right strategic planning, appropriate marketing measures, and teamwork among employees, there is a higher chance of success.

Q. We’ve already discussed the exciting rebranding of Melochi Zhizni planned for this year; now please share Libo Group’s plans for the future.

A. Libo Group is a large distribution, sales, and marketing company that has been operating successfully in Georgia for 20 years, and established a branch in Armenia four years ago. The company has made remarkable achievements and progress since then.

We are constantly expanding our business portfolio by adding various brands. Our company has demonstrated its professionalism and stability repeatedly during its activity on the market. We strive to develop and introduce innovative approaches to expand our business, which makes us an attractive partner for long-term and close cooperation.

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