It was a literal movement. Hundreds of blonde girls riding bicycles and wearing red dresses appeared on the streets of Moscow. Their image reproduced the image of the Finnish girl Viola up to a certain degree of accuracy. We all know this girl from the pictures that can be seen on the cheese packages.

It was done in order to attract the attention of young people to the brand because the majority of consumers were over 35 years old. The way we promoted the brand was   specific: we’ve chosen fashion, style and an active way of life.

We called this event “Viola Race” and it was apart of “Viola Boulevard” which was one of the largest Moscow bicycle races. Our race was the most numerous. It was noticed by lots of people and it gave a significant amount of media content.