The Mail of Joy programme turned the concept into reality creating a word of mouth and prompting a nation wide demand. Built on a catchy creative idea with unusual mechanics, it allowed the brand to actually "bring home" the new message of Rossiya-Generous Soul®. By submitting two barcodes of Rossiya-Generous Soul® products, a consumer might get a chance to make a surprise present to his/her family or friends anywhere in Russia. It would be delivered directly to their apartment by a Mail of Joy postman. It was real joy for the addressee because the gift box contained all sorts of Rossiya-Generous Soul® chocolate products. And it was a pleasure for the sender, as the Russians prefer generosity to self-indulgence.

207 525 participants from 78 cities. 15 000 winners and gift boxes delivered by Mail of Joy postmen. Brand awareness approached 98.5-100%, intention of repeat purchase: 70-98%. The target audience appreciated the emotional appeal of the new Rossiya-Generous Soul® positioning. The creative idea was used for the second time and still proved a huge success.