Ulybka Radugi - a federal retail chain offering beauty, personal care, and home products. Founded in 2001, the brand now operates 1,800 stores across 270 Russian cities.

In 2023, the company underwent a major rebranding: a new logo, updated visual identity, and a refreshed slogan - “Bloom with a Smile.”

While the look changed, the mission remained the same: bringing joy to everyday shopping.

Our goal was to communicate the values of the new brand identity to Moscow residents and strengthen its association with natural beauty and self-care.
The client set clear boundaries - a limited budget and a need for viral reach.

We created a multi-channel activation strategy built around three elements:

• An interactive flower installation in the shape of the new logo.
• A subway flash mob with branded “Ulybka Radugi” newspapers and promoters.
• A UGC-driven online campaign amplifying the emotional, feel-good effect of the experience.

The installation was placed at Khlebzavod No. 9, a creative hotspot in Moscow, to engage the young urban audience.

Meanwhile, the flash mob took place on the Circle Line of the Moscow Metro, reaching the city’s largest weekend traffic flow.

Together, the two activations connected two key audiences: creative youth and mass commuters.