The article discusses the history and evolution of sunflower seeds as a snack in Russia. Sunflower seeds were introduced to Russia from Holland in the 17th century and became a popular snack, particularly among the rural population. Initially, cracking seeds was considered a marginal tradition, but with the Bolsheviks coming to power, the seeds became an unspoken symbol of change in the world order.
In the 1990s, sunflower seeds entered the mass market, and ordinary enterprising grannies pioneered the seed business. Companies like Babkina and Martin emerged, and they used various advertising strategies to promote their brands. Babkina's sunflower seeds took a different approach, focusing on a sweet family and a kind old lady, while Martin used a recognizable cartoon masked goose.
Despite the efforts of various brands to experiment with flavors and advertising, the sunflower seed market has remained traditional, with standard flavors like salty, unsalted, and salted with sea salt. The seeds' conservative and minimalistic nature has been both a weakness and a strength, as manufacturers have not been able to convince consumers to try new flavors or forms.
The article also touches on the role of Yandex, a Russian technology company, in promoting its services through a mini-series called "Yak."
Here are the key facts extracted from the text:
1. Sunflower seeds, also known as Kukusiki and sheluponki, are a traditional Russian snack.
2. Sunflowers were brought to Russia from Holland by Peter I in the 17th century.
3. Sunflower seeds have been consumed in Russia since at least the 19th century.
4. The seeds were initially considered a rural tradition and were mainly cracked in villages.
5. With the rise of the Bolsheviks, sunflower seeds became a popular snack in cities.
6. The seeds were seen as a symbol of changes in the world order.
7. In the Soviet era, sunflower seeds were not eradicated but were considered a cheap and addictive snack.
8. With the collapse of the USSR, sunflower seeds entered the mass market.
9. Ordinary enterprising grannies were pioneers in the seed business.
10. Martin LLC was founded in 2000 and produces sunflower seeds.
11. The company Troll launched the brand Babkina sunflower seeds in 2001.
12. Babkina sunflower seeds initially tried to rebrand as a fashionable and cool product.
13. The company later changed its approach to focus on family values and nostalgia.
14. Martin, a competitor of Babkina, used a recognizable cartoon goose in its advertising.
15. Martin expanded its product line to include white sunflower seeds, sunflower seeds with sea salt, and pumpkin seeds.
16. The company also produced a line of youth seeds with a similar approach to Babkina's earlier advertising.
17. Martin's advertising strategy changed in the mid-2010s, focusing on promoting the brand in neighboring countries.
18. The company used various marketing ploys, including a kidnapping theme and a showman in Kazakhstan.
19. Other brands, such as USSR and Pioneer, also produced sunflower seeds with unique advertising approaches.
20. The sunflower seed market is not supportive of experiments, and manufacturers tend to stick to traditional flavors.