MAKE SENSE Created a Campaign for the KOBLEVO Brand That Transports Ukrainians to the South

Take the South With You: MAKE SENSE Creates a Brand Campaign for KOBLEVO

MAKE SENSE, a strategic marketing agency, developed a new communication platform and brand campaign for KOBLEVO brandy, designed to immerse consumers in the atmosphere of the authentic Ukrainian South and evoke the places that millions of Ukrainians miss today.

In the brandy market, most communications are built around traditional category attributes such as aging, origin, prestige, or imitation of foreign styles. The MAKE SENSE team was tasked with creating a campaign that would help KOBLEVO stand out from the advertising clutter and define its own distinct territory.

At the core of the campaign is a simple idea: KOBLEVO is the brandy of the Ukrainian South — a region with a unique atmosphere, history, and culture. The sea, limans, steppes, vineyards, sun, and a sense of freedom form the emotional code of the brand and become its key differentiator.

The creative concept was named “Take the South With You.” It is based on the insight that people today are especially missing simple, warm, and emotional moments. The story follows a man who, after a long day, takes a sip of KOBLEVO brandy and is mentally transported to the most beautiful landscapes of the Ukrainian South. The sea, steppe flowers, vineyards, warm wind, and sunlight become a vivid visualization of memories and emotions people want to return to again and again.

A distinctive feature of the campaign is the original musical composition “Take the South With You,” created exclusively for the brand. The song became more than a soundtrack — it serves as a full carrier of the campaign idea, reinforcing the atmosphere of nostalgia, warmth, and inner travel.

MAKE SENSE developed the creative concept, campaign platform, copywriting, song concept, and script solutions for the advertising materials. Video production and execution were handled by Bayadera Group and UTC FILM.

The media mix includes a 360° digital campaign, video integrations during live broadcasts on Kyivstar TV during the Usyk vs. Hrgović fight, radio, influencer marketing, and sponsorship projects.

Kyrylo Tereshchenko, Founder of MAKE SENSE:

“For every client campaign, we infuse energy, because energy is what the audience feels first. The product always remains the main character of our campaigns, but every brand has its own unique character. In the case of KOBLEVO, that energy became the Ukrainian South — a powerful idea that shaped the entire communication platform and helped create a truly atmospheric campaign.”

Iryna Donchenko, Marketing Director for Wine & Brandy at Bayadera Group:

“For the brandy category, 2026 became a turning point. After the transition from ‘Ukrainian cognac’ to ‘brandy,’ many producers faced the challenge of preserving recognition while finding a new growth impulse for their brands. For us, this impulse came from rethinking our essence. Together with MAKE SENSE, we identified an insight that became the foundation of our new communication platform. KOBLEVO is the Ukrainian South — sea, sun, freedom, rest, and the feeling of being yourself. That is why ‘Take the South With You’ became not just a campaign, but a new chapter in the brand’s development and its emotional connection with consumers.”