Dobry: Growing Kindness

Dobry, a juice brand, expanded the Growing Kindness initiative across Russia to help teenage orphans adjust to adult life.

Campaign details

Brand: DobryBrand owner: The Coca-Cola CompanyEntrant company: Multon, MoscowIdea creation: McCann MoscowMedia: MediaCom, MoscowMarket: Russian FederationSector: Fruit & vegetable juicesMedia channels: Online display, Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Dobry is the leading brand in Russian juice category and needs to set an example to other brands not only in industry standards. Social responsibility is another sphere Dobry took the lead in via regular initiative "Growing kindness" and managed to reach outstanding commercial and...

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