“Mexicans mass invasion to Russia, where new Orbit Lime – truly Mexican pleasure, better than lime, was found!” They are ready to do everything for 1 piece of Orbit Lime! Idea based on locally shot TV ads and integrates radio, street activities and online entertainment.

Streets: newspaper boys announce Mexicans invasion, Mexican musicians sing for Orbit Lime, Mexicans arrange demonstration stating their RIGHT to enjoy truly Mexican flavor! Best photos with Mexicans made by consumers win prizes online!

Radio: help Mexicans - call when you meet Orbit Lime in the streets.Internet: know about Mexican favors and help Mexicans to get to Russia!

Everyone helps Mexicans to get Orbit Lime!

The promo campaign was a huge hit and it created a real buzz.

Coverage: •9 largest cities all over Russia, 4 weeks, 245 unique outdoor locations with 2,280,605 people traffic.Quantifiable results:•Effective contacts (people involved in communication with Mexicans): 991,670•Plan fulfillment in terms of effective contacts: 102% •Cost per contact: $0.18•Number of people regaled Mexicans with Orbit Lime: 23,731