Campaign details
Brand: DobryBrand owner: The Coca-Cola CompanyEntrant company: Multon, MoscowIdea creation: Re:evolution, MoscowMedia: MediaCom, MoscowMarket: Russian FederationSector: Fruit & vegetable juicesMedia channels: Online video, Packaging & design, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
Being the leader in juice category in Russia Dobry always takes the initiative to find solutions to overcome category barriers to drive further brand growth. This case was no exclusion and the objective was quite complicated - how to overcome growing negative...