Title	DOBRY WE`RE THE COUNTRY OF WARM SUPPORT
Brand	MOULTON
Product/Service	JUICES AND NECTARS "DOBRY"
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	ICON COMMUNICATIONS AGENCY Moscow, RUSSIA
Advertising Agency	ICON COMMUNICATIONS AGENCY Moscow, RUSSIA

The Brief

communicate that Dobry has become an official partner of Sochi-2014 and inspire people to support Olympics together with the brand.

Describe how the promotion developed from concept to implementation

Yearlong program consisted of 5 moments: M1 voting and launch ofthe taste, dedicated to Olympic games; M2 wet sampling of the new taste; M3 gift for purchase; M4 online contest for the warmest wordas of support to Olympic athlets; M5gala celebrations in 10 cities to the opening of the Olympic games.

Describe the success of the promotion with both client and consumer including some quantifiable results

"Dobry" has become not just the official parther of Sochi 2014, but also a symbol of the warm support. Brand united people from all over Russia and proved that we`re the country of warm support. More than 1000000 consumers took part in the launch of the Olympic taste. Over 800000 people in 17 cities tasted the new juice. 10000 warm gifts to support Olympics, including 10 trips for 2 to Sochi. 60360 warm messages to Olympic athlets. 10 gala celebrations just before the Olympics opening in 10 Russian cities

Explain why the method of promotion was most relevant to the product or service

Dobry became the official partner of the Olympics-2014 so to loudly communicate this big news and inspire people to support Sochi together with the brand we carried a yearlong integrated campaign that united the whole Russia and ended with the grandiose simultaneous events in 10 cities to reveal the core promotional idea that “We’re the country of the warm support!”.