OREANDA-NEWS. December 3, 2012. The TV advertisement of Ulybka brand was launched in Moscow and in several regions of the Russian Federation in September 2012. On October 24 the campaign on promotion of the brand is starting in Internet.

Advertising clips of Ulybka brand appeared on TV from the 1st of September. The concept of the advertising video is called "Adult children". Funny stories from soviet childhood familiar to the majority of spectators of more than 30 years old are shown in three series of the commercial. The video is accessible to inhabitants of a number of towns in Central Russia, it is broadcast on Russia-1, Domashniy, REN-TV, Pyatiy Kanal, Perets, STS channels and on ANIMAL PLANET, TLC, SONY ENTERTAINMENT TELEVISION as well. In October broadcasting of Ulybka commercial clips started in Ryazan, Belgorod, Lipetsk, Saratov and Voronezh.

On the 24th of October the advertising campaign of the brand in Internet is going to take a start. Media banners will be placed in social and advertising networks and in portals oriented on female target group as well. Besides, www.ulybka-cake.ru site has been worked out; here the detailed information about Ulybka products if available. The site is intended to be an entertainment venue for end consumers where users can get to know about competitions and promotional events, undergo funny tests, play guessing games, watch photo collections of soviet times, edit postcards from funny samples and send it to friends and acquaintances.

Combined costs for promotion of Ulybka trademark in 2012 will constitute about 60 million rubles.

Olga Yashina, the chief of flour confectionery goods branch of marketing department of Stoylenskaya Niva AIC: We decided to return to the consumers the possibility of enjoying GOST sweets in the same version as they were in their childhood, that is without artificial colouring agents, preservation agents and substitutes.

The products of Ulybka federal brand are made at Stoylenskaya Niva AIC enterprises in Penza, Belgorod and in Smolensk region. The advantages of Ulybka confectionary products are as follows: wide assortment, naturality (they are made according to GOST, the USSR Standard-Setting Authority), safety (the production plants are certified according to international quality control systems ISO-9001 and HACCP).