Andrey Golubovsky

From the very first day of working on the brand I was given responsibility for a $20 million business and the power to change the rules of the game. Of course, my manager was there to coach me.

I joined the Blend-a-Med team a year after the severe Russian crisis when the business was declining and consumers were switching to cheaper toothpaste brands. We made a strategic choice to focus our efforts on the re-launch of the best Blend-a-Med variant – Blend-a-Med Complete. It was a great fun and educational for me to lead the multifunctional P&G team and advertising agencies in this project. As a team leader I led not only the fixing of fundamentals like pricing, sizing, TV advertising development but also brainstorming of fresh creative ideas and their transformation into real life.

One of those ideas was to start Blend-a-Med in-store educational promotions, conducted by dental students from local dental schools. We involved public dental associations and local authorities into this project. Together we turned this idea into reality and covered the major cities in three countries with the full support of the local dentists and health authorities. As a result we grew the business of Blend-a-Med Complete by 5 times in Russia and Ukraine and revived the whole Blend-a-Med business in Belarus.

For me it was an outstanding feeling of power to make a step-change in the business. And the most rewarding thing is to do something with MY OWN HANDS and then see consumer excitement, resulting into stronger image and more sales for MY BRAND...