Dobry: Tracing the goodness of Dobry

Dobry, a juice brand, launched a campaign in Russia to overcome negative attitudes towards the category.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands