My Soft Side. Russia.

“I love sweets! There are lots of sweet snacks at my desk all day long – biscuits, chocolates. candy... It is my vitamin of happiness. And I love going out for food. It does not have to be expensive restaurants, just simple cafes. I always offer some ice-cream for desert.”



For Sasha ice-cream is a childhood reminiscence - even though he didn’t eat much ice-cream then. Once when he was a little boy, his parents bought home some ice cream for everyone in their family. Everybody got the same kind of ice-cream (“Eskimo”) but his mom. Her choice was “Lakomka”. Little Sasha didn’t like how “Lakomka” looked… he got upset and felt really sorry for his mom. “I will give you my “Eskimo”, mom! Take a proper ice-cream!” – he said. He was very kind, he would be ready to offer the best piece to his mom, of course.

Now he likes trying different types of ice-cream and the choice is far bigger than then!

Sasha is an ambitious young guy. He sees his future bright and believes in his power to create it the way he likes. What was absolutely amazing in him – a charming combination of being strong, ambitious, successful already and on the other hand being soft, kind and still a bit childish in a very positive way.

Truth: Even tough guys have a softer side. Ice cream melts a cool exterior. Show your ice-cream side.