Pharmacy Chain 36.6 launches regional advertising campaign22.09.2005 22 SEPTEMBER 2005, Moscow – OAO Pharmacy Chain 36.6 would like to announce the launch of the first regional TV advertising campaign in the Company’s history. Pharmacy Chain 36.6’s advertising campaign will begin on September 23 and will cover 11 Russian cities, including St. Petersburg, Nizhny Novgorod, Ufa, Saratov, Samara, Kazan, Volgograd, Rostov-on-Don, Voronezh, Lipetsk and Belgorod. Valeria, a popular Russian singer, has been chosen as the face of this advertising campaign. Her son Arseny also appears in the commercial. The current advertising campaign was developed by BBDO Moscow, which won the tender that was conducted by Pharmacy Chain 36.6. Media-Wise, a member of BBDO Group, will be responsible for planning and purchasing media for the advertising campaign. Television will be the major advertising medium. A total of six commercials have been filmed, including four commercials lasting 30 seconds and two commercials lasting 20 seconds. Darya Kaplunova, marketing director: “It is important for us to present the 36.6 pharmacies to regional customers as an all-Russia health and beauty retailer, which determines nationwide standards in the pharmacy industry. We also want to increase consumer awareness of the 36.6 brand and inform consumers about the main values of our brand. We chose Valeria because her lifestyle is similar to the philosophy of our pharmacies – stores that offer a full range of products for a healthy family. Valeria represents perfectly the target audience of Pharmacy Chain 36.6 – a woman who takes care of herself and her family, is interested in the latest innovative products and is responsible for purchasing products for the health and beauty of the entire family.” | 
