Reflect new positioning “The standard of processed cheese,
made from hard cheese” in 360 degree promo campaign.
Raise awareness of Viola cheese throughout Russia’s regions and encourage
people to try it; also to increase brand loyalty in Moscow and St. Petersburg
in order to encourage higher consumer spending on their products.
In-pack promo GOLD PRIZES FROM VIOLA with combined mechanic:
• guaranteed gifts for loyal customers
• prize draw for trial customers
October 2013 – February 2014
All Viola packaging was redesigned for the promo.
on cellular phone account
every two hours