The video is about the history of croutons in Russia, specifically the rise and fall of various brands. The narrator starts by explaining how croutons were first introduced in Russia in the late 1990s and became a popular snack. They then delve into the history of specific brands, such as "Three Crusts," "Emelya," and "Kirieshki," and their marketing strategies.
The narrator also talks about the intense competition between these brands and how they tried to outdo each other with their advertising campaigns. They also mention how some brands, like "Bombaster," were specifically targeted towards children, while others, like "Flint," were aimed at a more adult audience.
The video also touches on the topic of foreign companies, like PepsiCo, entering the Russian market and how they impacted the local crouton industry. The narrator also expresses their personal opinion on the current state of the crouton market in Russia and how they miss the old brands.
Throughout the video, the narrator also promotes the Skillbox online marathon, which offers free workshops and training for aspiring professionals.
Here are the key facts extracted from the text:
1. The space station is asking for help.
2. There was an emergency situation.
3. The people on the space station ran out of "Three crusts" croutons.
4. In the Soviet Union, there were no "Cheetos Stalin mustache" or "Lay's Open Pie".
5. The Soviet people ate dried bread slices with sugar or as part of a dry unit in the army.
6. In Russia, the first modern-like croutons appeared in 1998.
7. The market was flooded with foreign snacks, leading to a crisis and making chips too expensive for many.
8. The default knocked the ground out from under the feet of chip giants like Frito-Lay and Estrella.
9. An attractive gap appeared in the niche of snacks for domestic manufacturers.
10. The idea of "drying rusks" was in the air in the 90s.
11. Different productions of cheaper analogues of chips were launched around the same time.
12. "CHAPS" was a pioneering rusk business from St. Petersburg.
13. "CHAPS" was actually croutons made from ordinary rye bread and heavily sprinkled with salt.
14. The product became popular, and the owners decided to patent the technology.
15. The patent was sold to other manufacturers at a cheap rate.
16. Competition led to the decline of "Croutons by Chapaev".
17. The death of "Croutons by Chapaev" led to a real crouton boom in Russia.
18. Giants like "Three Crusts", "Emelya", "Kirieshki", and "Kompashki" entered the market.
19. Pavel Volya advertised "HRUSTEAM" croutons for over a decade.
20. The history of crackers is rich in examples of dubious marketing.
21. The lack of good professional education led to ridiculous advertising campaigns.
22. It is easier to get a good education today through the internet.
23. "Three Crusts" croutons belonged to another manufacturer, leading to radical changes in design and taste.
24. The brand owner changed because the croutons became less popular.
25. The field is highly competitive, with mafia passions.
26. "Emelya" croutons were created by a former wholesaler who previously bought "3 Crusts".
27. "Emelya" croutons were not a copy of "Crusts", but rather steamed a little crazy in their own way.
28. "Emelya" traveled around the world, tasting everything.
29. The commercials of "Emelya" croutons were quite international.
30. The pressure of crazy commercials did not decrease, and in 2014, they made a new ad.
31. "KIRIESHKI" croutons represented serious competition to "Three Crusts".
32. The videos on TV were aimed at cyber-gamers, and they were advertised on the radio by KINCHEV.
33. "KIRIESHKI" croutons were the best thing the author had ever eaten.
34. The Sibirski Bereg company produced a new weird line of croutons.
35. "BOMBASTER" was strictly for children, with no teenagers or adults allowed.
36. The "Three Crusts" croutons did not turn a blind eye to the crazy competitors and appealed to the antimonopoly service.
37. The manufacturers of "KIRIESHKI" were obliged to make a public apology.
38. A year later, news about a dead rat found in "Three Crusts" croutons appeared in newspapers.
39. The plaintiffs demanded compensation from the company in the amount of 50 million rubles.
40. The plaintiffs did not provide evidence to the court, except for printouts of some fake expertise.
41. The claim was abandoned, but the reputation of "Three Crusts" got worse terribly.
42. The media actively forced the fake story, and it is still unknown who did this.
43. The competitors of "Three Crusts" could have been any of the companies, including "Sibirsky Bereg".
44. The "Three Crusts", "KIRIESHKI", and "BOMBASTER" brands were bought by the KDV company, a third-party producer.
45. The former competitors are now in the same boat, which is ironic.
46. The Ukrainians came up with their own croutons, "FLINT".
47. The brand was initially aimed at children but later changed to associate with beer snacks.
48. The advertising campaign was directed at cool boys, rapper Seryoga, clubs, cars, and the destruction of the family institute.
49. "Flint" crackers eventually reached Russia, but the brand is owned by the same KDV company.
50. The huge PepsiCo corporation and their division FritoLay opened the production of Twistos snacks, which later became "HRUSTEAM" croutons.
51. The money started to fall from the sky, and the advertising flooded the country.
52. Over time, people forgot about some competitors.
53. Pavel Volya was taken into slavery by "HRUSTEAM" in 2008.
54. The video turned out to be about big brands, but there were many regional crackers without any commercials.
55. The author suggests remembering other disappeared brands in the comments.
56. The Skillbox online marathon offers cool free workshops for the future professional.