To stop the yearly seasonal sales drops of Actimel, we created the first ever successful viral campaign in Russia — ‘Survive Till Holiday’.

In 2006, we went for the office clerks going crazy from over working — instead of moms & kids. We pointed to the stress as the one weakening the immune system — instead of blaming it on the bacteria. And we spread it all on the Internet — instead of TV.

As a result, 5+ million views of videos, thousands of ‘cries for help’ at the campaign website, 14% sales increase, 5% brand awareness increase, 5 Cannes Lions shortlists, and the campaign adaptation for European markets.

Created in co-authorship by request of OOO «IQ»

TOKAREV+ is a boutique, multi-disciplinary creative agency lead by Konstantin Tokarev. We focus on branding, communications, product development and miracles.

Email us:

Artplay, 10120, Moscow, Russia
Nizhnyaya Syromyatnicheskaya street 10 / build. 7