Ice Period is transferring values of the brand such as sensuality, tenderness and romanticism during the performance.

The creative solution is using smart integrations to the projects:• Flash. An active screenshot when the Raffaello virtual sweet box is transporting to TV screens.• Gifting. After each performance children in special branded Raffaello style costumes make the small gifts including Raffaello sweets.• Boards. Elegant rink boards with Raffaello logo.• Product placement: Star couples taste Raffaello sweets during the show.

Results:81% of the target audience coverage.64% conversion from coverage to awareness.Raffaello sales volume increased in Q4 2008 in comparison with Q4 2007 by 43%.Consumer loyalty increased by 18%.