Pre‑Test Advertising Campaign / FMCG

Molokia “Best Side”: how pre‑testing transformed a campaign that became #1 in its category

Advertising agency Banda developed several creative concepts. The neuromarketing pre‑test identified the winning idea—and highlighted what needed to be fixed before launch.

Results

+23%

increase in ad recall

Top 20%

Emotional engagement in category

in Kefir & White Yogurt category

The campaign was recognized at Effie Awards Ukraine

Client:

Molokia

In partnership with Banda agency

Category:

Pre‑Test Advertising Campaign

Methods:

EEG

Eye‑Tracking

Product:

Kefir & White Yogurt

Molokia

Task

Identify the strongest idea before launch

Advertising agency Banda developed several creative concepts for Molokia’s campaign. The task was to identify the idea with the highest communication potential before launch and optimize the advertising materials—TV spot animatic and OOH posters.

Selection of the strongest idea

Optimization of TV spot animatic

Optimization of OOH posters

Re‑test after adjustments

Method

We conducted a neuromarketing pre‑test of advertising materials:

Animatics and OOH posters across several creative concepts. The study included EEG measurements (frontal asymmetry for motivation, engagement levels, cognitive load) and eye‑tracking to analyze visual attention. This allowed us to evaluate each idea not by subjective respondent feedback, but by real brain responses.

EEG Frontal Asymmetry

EEG Engagement Level

Cognitive Load

Eye‑Tracking

Findings

Winning Idea & Key Issues

The “Best Side” concept—where the back of the pack with ingredients and nutrition becomes the hero—showed the highest potential. This unconventional approach to highlighting product quality captured audience interest, and we recommended it for launch.

At the same time, the neurotest revealed specific issues that required correction

TV Spot Animatic — Issues

Brand exposure from the very first second reduced engagement and risked losing viewer attention.
Missing appetite cues—scenes that convey taste qualities and promise enjoyment from consumption.
The climax—the reveal of the “main” side of the packaging—lacked dramatic emphasis to highlight the significance of the moment.

OOH Posters — Issues

Attention did not focus on the headline or logo—the primary gaze was drawn to the packaging.
The back of the pack looked technical and lacked clear visual hierarchy, weakening its motivational potential.
The logo showed critically low metrics for attracting and sustaining attention.

Recommendations and Changes

Changes Driven by Neurodata

Based on the insights, Banda implemented targeted adjustments

BEFORE

AFTER

What Changed in the TV Spot

Removed the “front‑loaded” brand demo from the opening seconds, added product tasting scenes to boost appetite appeal, and amplified the drama of the climax.

What Changed in the Posters

Redesigned the back of the pack—making it more emotional with a single clear visual focus; headline and logo gained stronger visual weight.

Result after optimization

Result After Optimization

We re‑tested the final spot. The results confirmed the effectiveness of the changes: overall motivation increased thanks to product tasting scenes, breakthrough potential within the ad cluster grew significantly, and the climax was perceived positively. On the posters, the logo and tagline achieved high attention levels, making perception easier and more engaging.

Result

Business Result

The “Best Side” campaign delivered measurable business impact. Focus products—Molokia Kefir and White Yogurt—achieved a record first place in their segments, both in value (UAH) and volume (kg) from February to May 2021. The campaign was recognized at Effie Awards Ukraine.

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