To stop the yearly seasonal sales drops of Actimel, we created the first ever successful viral campaign in Russia — ‘Survive Till Holiday’. In 2006, we went for the office clerks going crazy from over working — instead of moms & kids. We pointed to the stress as the one weakening the immune system — instead of blaming it on the bacteria. And we spread it all on the Internet — instead of TV. As a result, 5+ million views of videos, thousands of ‘cries for help’ at the campaign website, 14% sales increase, 5% brand awareness increase, 5 Cannes Lions shortlists, and the campaign adaptation for European markets.